Whoever prevails over all the others in any area is not necessarily a demonstration of survival of the fittest, but the survival of the most flexible. This is why companies with a strong presence in the smartphone market like Apple and Samsung are in powerful positions. Mobile marketing and advertising sales were $13 billion last year and they are rapidly growing. Revenues are expected to reach $29 billion worldwide by 2014 as consumers adopt smartphones, e-readers, and tablets.
In the high-tech world, mobility is the key, especially for marketing and advertising revenues. For this reason smartphones are the ideal platform for the marketer. Companies in the marketplace who are not focusing on the smartphone platform are learning this at great cost and lost profits, to be sure. As well, more and more social media activities are taking place on smartphones–with Facebook purporting to have over 40% of its engagement taking place by users on a mobile device.
The Wall Street Journal reported recently that woes await those who are not flexible enough to adapt and prosper from the increasing onslaught of mobile marking on smartphones. This is evidenced by the major companies embracing mobile marketing such as Nike as one example out of countless others who are focusing on the ad potential of sophisticated mobile devices. This year Nike did not even advertise during the Super Bowl, focusing instead on their mobile marketing strategy.
While the WSJ article noted that it’s more difficult “to place ads on a 3-inch mobile screen than on a PC monitor”, the smartphone has many advantages. The most notable of course is mobility. The second biggest advantage is the amount of time a phone’s left on compared to a desktop. Also, a smartphone is much more interactive and easier to use. Then there’s the lower cost of a smartphone, which makes it easier to trade up for a newer model.
The smartphone has already replaced many of the functions of a PC, as have tablets and notebooks. Over time, smartphones will garner more and more of the lucrative advertising and marketing budgets PCs currently enjoy.
The firm that masters mobile will prosper the most. That is simply inevitable.