Integrated Marketing Communication Strategy A. Creative Strategy. The new Samsung flagship smartphone will be marketed as high-end, most-preferred gadget by media influencers, and must-have accessories or digital items for the 18-36 years old, earning $50,000 annually.
The advertising and industry has been going through some rapid changes over the last 15 years. The rise of the Internet era has led to a divergence of consumer attention away from traditional forms of media towards more digital forms. While being connected to the Internet via personal computers was a significant shift in and of itself, the increased connectivity that smartphones have enabled is creating an even more dramatic shift as the speed and relevance of ad and have become increasingly important. In the early days of Internet people would sit down at their desktop computer, log-on to the Internet (usually via dial-up), surf for a period of time, and then log-off and continue on with the rest of their life.
This logging-on and logging-off is now a thing of the past. Today, people are connected to the Internet at any time and from anywhere, and it is primarily the smartphone that is responsible for this ubiquitous connectivity. (For more, see: Smartphone Revolution: There's an ETF for That.). While this means that consumers are now expecting this increased relevance from brand advertising, it also means that consumers expect relevance when and where it is needed.
Consumers are increasingly consulting their smartphones to help them make everyday. For example, 69% of smartphone users look for travel ideas while waiting in a line or for the subway, and 82% of users turn to their phone when deciding whether or not to buy a specific product while standing in the store.
In these moments, speed and relevance of advertisement are of utmost importance for brands to make an impression that will influence the decision-making process of potential consumers. Smartphone usage will continue to grow and understanding how and when consumers are using them is crucial for companies’ ad and marketing campaigns.
As smartphone data collection and analysis technology become more sophisticated, the speed and relevance of ad and marketing campaigns will be significantly more important. If the competing brand can reach consumers with a relevant message at the precise moment when it is needed then they will have made that crucial first impression, and other brands will continually try to play catch up.