For the past few years now, the advertising and marketing industry has come across some rapid changes. One of the main reasons for this is the introduction and rise of the internet. Consumers have had their attention diverted away from traditional forms of advertising such as posters, newspapers and magazine adverts and have begun to concentrate more on digital adverts. Continues connections to the internet through personal computers seemed like a dream in the past. However, the increased connectivity we now have with our smartphones has created a drastic transformation. The speed and relevance at which we can now access and see information have transitioned. This is, in turn, has made creating ad campaignings and digital marketing more challenging and essential. There’s no surprise that smartphone usage has grown fast over the past few years thanks to more affordable handsets. The fact that smartphones offer consumers the ability to carry out a variety of tasks makes them very attractive. Consumers are now able to do their online banking, search job listings and real estate via smartphones. They can also use the device for interests and hobbies and to connect with friends and family. This shows us the versatility of the devices. which shows its true versatility. Because of this reason and its growing number of users, the advertising and marketing industry has been significantly affected. Heres what you need to think about when digitally marketing for smartphone users. Optimize your website for mobile browsing. Smartphone users and the number of individuals using them has increased over the years. For this reason, it’s essential to make sure your website is user-friendly on different devices. With this in mind, it is vital that your website is optimized for smartphones and tablets. For consumers to return to your site on their devices, you need to ensure that your website is easy to navigate on a mobile device as well as being aesthetically pleasing and more importantly function quickly. It is crucial to designs your website for a range of different screen sizes from smartphones to tablets and of course, desktops. Google has recently released an update that highlights sites that are mobile-friendly. Chances are if your website does not come up as mobile-friendly the reader won’t be clicking on it. Learn to utilize mobile PPC ads Many marketing channels and marketers would be familiar with Goole Adwords. But, it’s also good to consider mobile PPC ads. Pay-per-click ads is an advertising model used to drive traffic to websites where advertisers pay a publisher when the ad is clicked. Smartphones and tablets are the dominant devices that PPC ads are clicked on. Here’s what you can do to ensure your ads provide you with wealthy return on investment. You need to think about the page that your ad links to, such as a landing page. The page will need to be optimized for a mobile screen. This will give readers a good experience when landing on a site, always consider this. Ad extensions are extra pieces of information that are added to ads. This includes essential pieces of information such as your company number which will create a button for users to quickly contact you or even a location map, which will help users identify how local you are to them. Keeping your ads short and sweet is vital as ads are shorter for mobile phone users than for desktop users. This is why keywords and easy to understand ad info are so relevant. This will create a better call through rate CTR, and the conversion rate of ads will be higher. In the ad, it’s essential to highlight the benefit of your product or service to the user rather than how good it is due to the limited amount of space. Mobile Apps Mobile apps make life easier for consumers. Having an app will help your customers come directly to you. They will not have to open their web browsers and search for your company. When marketing its crucial to think about reducing the amount of time and clicks it takes for your consumers to reach their desired location. Readers want information fast, and the quickest way is through apps. Accurately marketing yourself in the arena of your given industry will not only increase traffic to your brand but it will also heighten the company profile. There are many organizations that have gained great attention directly and correctly marketing themselves. The prospect of new apps on the horizon mixed in with new technology could potentially change the current way of digital marketing. New Technology Technology such as augmented reality (AR) and virtual reality (VR) could be the new face of digital marketing. The prospect of it can be closer then we think. AR is currently active technology in a range of different smartphone gaming apps. The potential for AR in marketing is high. Organizations might be able to use AR technology to sell their products to consumers. Taking IKEA as an example, it has created a new AR app that allows customers to visualize furniture in their own space. Using the same concept, IKEA could produce digital marketing material via social media apps like Instagram to promote their products using AR. Doing that will not only make customers aware of their app and how it works but it can also prompt a playfulness from the brand which can make them quite popular. Mobile and digital marketing are here to stay, which means it will have to adapt and grow to the pace and change in technology. The features on devices will get smarter, and consumers will begin to expect more. It is because of this reason that it is the responsibility of marketers to utilize the techniques and technologies offered to them. Mobile and digital marketing will help diversify themselves from their competition.