Five lessons about advertising in a mobile era

There is not better time to think about the upcoming trends and how we can use them to make the campaigns that not only effectively target customers, but also stand out and make the difference.

We need to remember that it is difficult to point to an area where changes that we are witnessing are more dynamic and where keeping up with trends effectively is more demanding than in marketing.

The division into traditional and digital marketing, which has so far given rise to certain misguided questions, unnecessary discussions and problems at the organizational and strategic level, is now finally becoming history. Although the fundamental principles of marketing remain unchanged, the progress of technology is obviously forcing us to modify our priorities and methods. On what subjects are discussions on the future of marketing currently focusing? What are the key lessons that marketers can draw from these discussions? Let us attempt to identify them.

1. Mobile comes first

Mobile devices clearly stand out among the other content reception channels, including digital channels. The use of these devices is definitely marked by the highest growth. Mobile has changed the way we discover, experience and share. It is the fastest adoption of communication technology: TV took over a decade to reach 50 million viewers; smartphones reached 1 billion in 5 years. The mobile internet market is predicted to add 1.75 billion new users over the next 8 years, reaching a milestone of 5 billion mobile internet users in 2025, according to the GSMA's 2018 mobile economy report. Therefore, we must look at the mobile channel as a separate content distribution format, rather than an element of digital marketing. The mobile channel plays a...