Constant developing, constantly changing, constantly progressing, constantly becoming un-anticipatable and ever fickle!! These words seem to have become the watch words when it comes to the world that is gradually arising from the horizons of technology that is ever developing and ever changing. In such a dynamic world, one filled with more of variables than constants, it is becoming increasingly difficult for marketing executives to pin point their strategies on a certain goal or a certain medium. The problem lies not in that there is a dearth of mediums, but rather the availability and ready allocation of a whole host of alternatives, that the selection between them for the optimal level of utility and advantage is becoming difficult, day by day.
However, a device has arisen from the depths of the Dark Ages of advertising, when Internet was an unknown word to the ears of the majority and marketing itself was a field that lay in infantile innocence. However, gone are those days, as today, even toddlers know how to operate a smartphone, and that is exactly the device that has been gifted as a boon in disguise to the marketing sector of a business.
A smartphone is something that more than 50% of the population is using nowadays, on a daily basis, for their office needs and also their domestic requirements. With innovation in one hand, and advantageous selfishness in the other, the marketing sector has zeroed in to the smartphone as the most efficient medium to create awareness about their product. Thus, a spontaneous upheaval in the number of advertisements that pop up during your favourite game that you are playing on your smartphone. Marketing is a business that is survived only by the operation of your intellect to come up with the best alternative in order to publicize.
That is exactly what the marketing sector is doing with their interest in the smartphone as an effective advertising tool. Just imagine, through advertising through one medium, one is able to predominate his or her life at all times, for a person spends the most of his or her time with his or her smartphone, more than anything else. Moreover, through text messaging, and such other instruments, a company can spread its message in to the consciousness of a potential customer at any and all levels. The ultimate advantage for marketing executives is that this is perhaps the most cost effective way to advertise. Gone are the days of flashing banners in the physical world, which later gave way to the virtual advertisement on TV. However, the smartphone is in, and so is marketing.
