Some of the world's biggest retailers have been quick to establish themselves as big players in the mobile market, many of whom were relatively slow to build an online presence and lost ground to smaller rivals as a result. Smartphone technology gives users the option to browse through a huge range of goods and services and make purchases on the move, giving it the potential to have a similar impact on the way we do business to the initial advent of the internet several years ago. The massive popularity of Apple's iPhone and the rapid growth of Google's Android operating system have given further indications that the smartphone is well and truly here to stay.
The sheer wealth of information now accessible through mobile phones has prompted businesses across the globe to sit up and take notice. Even though mobile marketing remains a relatively new phenomenon, companies ranging from supermarket chains to estate agents have sought to take advantage of the opportunities presented to them by touting their wares to tech-savvy consumers. State-of-the-art smartphones often have advanced multimedia capabilities, making it possible to mount visually striking campaigns that really leave a strong impression on the viewer.
Perhaps the most important recent development in the field is the rise of location-based marketing techniques. Through the use of GPS technology, advertising can be targeted at people who come within a certain range of a particular business, alerting them to what that firm has to offer. Location-based services are still in their infancy, having only really come to prominence over the last couple of years, but their precise targeting has opened up a range of new possibilities to agencies.
The smartphone has risen to widespread mainstream popularity and give companies an entirely new method of alerting users to their products €" but businesses that fail to take advantage of mobile advertising risk being left trailing in the dust by their rivals.