How Smartphones Changed Advertising | Global Currency Online

The promotion, advertising and marketing industry has undergone significant changes over the past 20 years. The rise of the Web period led to a shift in buyers’ consideration of conventional media types towards digital media as substitutes. While being connected to the web through private computer systems was vital in itself, the high connectivity that smartphones enabled created a much more dramatic change. Therefore, the promotion of smartphones has become an integral part of model advertising and marketing campaigns.

Key points to remember

  • The web launched the idea of ​​digital marketing, while the rise of the smartphone brought it into the mainstream.
  • The increasingly widespread use of smartphones among customers has forced advertising and marketing and promotion companies to rethink their method of messaging.
  • Digital ads on mobile now represent a significant portion of web ad spend; approximately $7 of every $10 {dollar} ad goes to cellular promotion efforts.
  • Smartphone promotion continues to evolve as entrepreneurs try to adapt to a changing landscape that could quickly spell the death of the third-party cookie.

The rise of the smartphone

In June 2004, The Economist magazine published an article describing the changing nature of promotion, advertising and marketing activities, calling the then-current period “one of the vitally disorienting periods in its history”. Traditional types of promotion, advertising and marketing were no longer yielding results due to the increasing variety of media and the emergence of recent expertise, especially the web.

According to a 2019 report by research agency eMarketer, as people spent more time surfing to buy, entertain and search a wide range of digital data platforms, such as computer systems, tablets and mobile phones the normal types of promotion, advertising and marketing, such as the television and print varieties, had been displaced. Nowadays, people are connected to the internet anytime and from anywhere, and it is primarily the smartphone that is responsible for this ubiquitous connectivity.

According to the Pew Analysis Heart, as of 2021, 85% of users now have personal smartphones, up from just 35% in 2011. Smartphone users are typically under fifty, college educated, earning $75,000 a year or more, and living in urban areas. Each female and male personal smartphones in equal numbers. Understanding the different demographics of smartphone users and how they use them has become an important part of how entrepreneurs promote services or products to focus on audiences.


The share of single people depend on their smartphone to access the web.

The impact of the smartphone on advertising, marketing and promotion

The shift to increasing smartphone usage that began in the early 2000s meant that advertisers and entrepreneurs had to change their methods and campaigns accordingly to adapt to mobile. For example, businesses without a mobile-friendly website risked dropping invaluable advertising on Google Inc.’s (GOOG) online search queries. That’s because in 2015, Google changed its algorithm so that more mobile-friendly websites get priority placement for search queries made on mobile devices, a change some in the press have dubbed “Mobilegeddon.” , according to the Huffington Post.

Another lesson that entrepreneurs and advertisers had to learn was that smartphones are not only receivers but also transmitters of data. Smartphones have become huge repositories of data about a person’s tastes and preferences. This means that advertisers and entrepreneurs had the power to be much more attentive to their advertising and marketing campaigns and were able to deliver more relevant messages to different types of teams or people than they might. were so far.

While this meant that buyers were anticipating this high relevance of model promotion, it also meant that buyers were increasingly beginning to anticipate relevance when and where it was desired. Customers were checking their smartphones more often to help them make regular choices. A 2015 Wall Road Journal survey found that 91% of smartphone users search their phones for useful data while trying to complete a job. And according to Google data from 2015, 69% of smartphone customers searched for travel concepts while ready in a line or for the subway, and 82% of customers turned to their phone to decide whether to buy. whether or not a selected product while standing in a retailer.

The pace and relevance of advertisements at this time is of the utmost importance for manufacturers to make an impression which can affect the decision-making means of potential customers. In 2020, mobile marketing accounted for around 70% of all web marketing revenue. In other words, $7 of every $10 spent on the promotion went to cellular ads.

Video could symbolize the way forward for smartphone advertising and marketing. In 2021, digital video promotion revenue grew 50.8% over 2020, with mobile accounting for nearly all of the progress.

What are the next steps for smartphone advertising

Because the smartphone continues to be a feature of everyday life for almost all people, entrepreneurs and advertisers might feel more stressed than ever to keep up with developments. For example, Google’s decision to remove the third-party cookie is expected to reshape web advertising, as well as smartphone advertising and marketing, at scale.

The transfer, introduced in early 2020, would remove support for third-party cookies on the Google Chrome browser. According to Google, this resolution is driven by an ever-increasing awareness of the need to protect customers’ personal data and how it is used, including when it is collected for promotional and advertising and marketing purposes. .

This is good for customers but problematic for advertisers, as cookie monitoring allows advertising and marketing efforts to be focused. If an advertiser is no longer able to monitor a shopper’s actions on the net via third-party cookies, their ability to create targeted advertisements is reduced. Digital advertisers could once again find themselves having to evolve with the authorities in order to survive, just as they did in the early days of the arrival of the smartphone.

While Google deliberately stopped using third-party cookies in 2022, it’s now been pushed back to 2023.

The back line

The use of smartphones will only grow as more people depend on them. Understanding how and when customers use smartphones is essential for businesses when developing their promotion, advertising and marketing campaigns. As the range of knowledge and expertise in smartphone evaluation steadily becomes more subtle, the pace and relevance of publicity and advertising campaigns will be significantly greater. The key is to reach customers with a related message at the right time through the appropriate cellular channels.

Marilyn J. Hernandez