4 Ways Mobile Technology is Changing Advertising

We live in a mobile era. The number of mobile users now exceeds desktop users, and the difference is expected to only increase. Marketers should be on top of this trend. Because consumers are increasingly digesting content on their smartphones and tablets, it's no surprise that roughly half of all video ads are viewed on a mobile device. Clearly, mobile technology is revolutionizing advertising. Here are four trends to know.

1. Customers Can Be Reached Anytime, Anywhere

Even consumers without a smartphone can be reached. Out of a total global population of 7.3 billion, 6.1 billion use a phone capable of SMS. Marketers have the opportunity for immediate interaction with almost all of their customers (if they agree to receive SMS messages). Regardless of where your customers are, they can hear about your latest promotion right away. Businesses need to be aware of social media's role in all this. There was a month in 2016 where more than one billion users checked Facebook only on mobile. So, marketers must work on their social media presence. It's crucial for generating business, especially when you take into account the power of word-of-mouth. 84 percent of consumers trust recommendations from friends, colleagues and family.

2. It's Not Only Online! Customers Use Mobile in Stores

Brick-and-mortar stores are still be involved in the rise of mobile. According to a Google Shopper Marketing Agency Council study, 84 percent of smartphone owners use their phones while in a physical store. Smartphones are now a sort of shopping assistant. Consumers download scannable coupons, take product pictures, comparing price and more. What people ultimately want is to make the best purchase. That's why 80 percent of shoppers want to see product information optimized for mobile devices. It's up to marketing and advertising departments to make sure content is mobile-ready. If it's not, customers may go elsewhere.

3. There Is More Data

About 90 percent of data in the world was created in the last couple of years, and mobile has certainly played a part in that. With all that data, marketers can know more about their customers. The good news is that 75 percent of companies plan to invest or are investing in big data. The bad news is that nearly 75 percent of companies using big data aren't gaining a competitive edge. This is due to a lack of skills, technology and strategy. Cory Treffiletti, a marketing and advertising leader, explains that "it's more than just matching cookies across sites." In addition to building the right team and strategy, marketers need technology, like cloud services, that "unifies and provides that holistic view of the consumer." That way, through analytics, companies can individualize advertising for their customers, making conversions much more likely.

4. IoT Is a Game Changer

The Internet of Things (IoT) is the next big thing. According to Gartner's estimates, there will be an incredible 20.8 billion connecting things by 2020. Every business should be keeping an eye on the development of IoT. Because things can connect not only to other things, but also to devices. IoT is providing great opportunities in the mobile era. For instance, great innovations are already being adopted by retailers. Bluetooth mobile beacons are being used to communicate with customers while in a store. The devices can connect to smartphones. The advantage of mobile beacons is that they give retailers the chance to gather information on shoppers in the store (where they go, what they look at, etc). With such data, the devices can then send relevant ads, coupons and content to the smartphone user.

Going Forward

By embracing the mobile revolution, and getting the proper team and technology in place, businesses can make sure their advertising is ready for the future. This way, you won't just keep pace with these trends, you'll stay ahead — and thrive.
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