Ok, so it sounds a little ridiculous to start talking about smartphones, given they’ve been around since at least 2008 when the first iPhone launched. However, I’m a firm believer in the idea that you have to look back to the past to understand the present better.
So, with that in mind, let’s talk for a few moments about how smartphones changed the face of digital marketing and how they’re still changing the industry today. Mobile phones have caught up to other forms of media at an astonishing pace and outstripped the more traditional media types years ago.
The most straightforward reason for this comes down to the ubiquity of the smartphone compared to most other devices. Everyone can have one, and almost everyone seems to. In many ways, smartphones are extensions of the person that holds them.
As a result, digital marketing has a window into the mind of a potential consumer, unlike anything that has come before the era of smartphones.
So, for today’s blog, I’ll be looking at how critical functions of the smartphone made it possible for the device to become, arguably, the primary means of communication between businesses and consumers in a digital space.
It can be easily argued that one of the significant elements to the success of smartphones is the totality of social media. Ever since Facebook launched globally in 2005, the world has only grown more connected through social media, with several other platforms sprouting at the same time.
Social media put the world in the palm of our hands when combined with smartphones while also putting the data of all of our likes, dislikes, and interests into the world as well. It was as though we were given the keys to the kingdom when it came to consumer research for digital marketing.
Even now, with Facebook’s many privacy features that have made it harder for marketers to acquire data on users, social media is still the way to reach the most amount of people in the shortest time and at the lowest cost.
As smartphones become better and more secure, the desire to make purchases through phones became more apparent and easier to implement. What it also did was make the digital storefront much more accessible.
Nowadays, if you’re a business owner and you don’t have a digital storefront or a mobile-friendly interface, you’re on a fast track to getting left behind. The reason for that is that, much like social media, smartphones suddenly gave unprecedented access to the consumer.
It primarily gave access to the one thing that most digital purchases lacked until that point – the impulse buy. With added security and ease of access, it’s never been easier for consumers to buy quickly.
Finally, if there’s one thing that smartphones brought to the digital marketing world that nothing else could – it was Apps.
Mobile applications were quickly taken on board by consumers. Initially, it was a fanciful idea, with apps for silly games and visual trickery taking up most of the space. But soon, businesses caught on to the concept, introducing their own apps to the marketplace and lending added functionality to a smartphone user’s device.
Mobile Apps changed digital marketing massively because they created a means for marketers to funnel consumers down a customized path of their own creation. Apps offer far more robust toolsets to consumers than a website while feeling more personal at the same time.
They also allowed more direct communication between consumers and businesses, allowing digital marketers to be far more aggressive in their approach.
That’s it for today’s entry! Check out my other blogs for more thoughts on the latest development in the digital industry and the challenges of entrepreneurship in the online world.
Until then, see ya later!