Consumer mobility will continue to be a key trend in the future, shaping the media to a large extent. Because the user must be addressed wherever he or she is – on the train, on the couch, abroad, at work, taking a walk in the woods – the key to any long-term media strategy should be a multi-platform and multi-channel strategy! From the point of view of the advertising industry, this means keeping pace with changes, investing in the right technologies, and efficiently orchestrating the various media.

50% of all searches take place on smartphones

The rapid spread of smartphones and the popularity of mobile devices is undeniable. More than 50% of all searches today take place on mobile devices (Global Internet Trends Review). By 2020, 3 billion people worldwide will have access to a smartphone. According to the Ericsson Mobility Report, smartphones are the only tool, many people have to access the Internet.

The smartphone is not only central for private use, but it is also becoming increasingly important for companies. Communication with customers via messengers such as WhatsApp, Skype, Slack or Facebook has become a new mobile part of online marketing.

Mobile offers us many touchpoints

We consume 7.5 hours of media daily – whether reading, listening, seeing or posting. The smartphone, used on average 3 hours a day, is an important vehicle for marketing. Mobile consumption offers marketers many touchpoints, such as location-based advertising, influencer marketing, personalized advertising, video content, native advertising, conversion tracking or social media advertising, to communicate with users. Mobile is not only the engine for growth for all technology groups, but it must also be the focus of every marketer.

Photo by Jérémy Stenuit and Fré Sonneveld