We are living in a period of change. Digital technological advancements are changing the way content is being created, distributed and consumed. The transitioning digital environment, whilst resulting in numerous challenges, is also producing opportunities that we as digital marketers must take advantage of.

The mobile takeover

The most obvious technological change in the past 10 years is the huge increase in the dependency and use of mobile devices, specifically phones. According to smartinsights.com, mobile phone use has now surpassed other technologies such as desktop computers and laptops, 51% to 49%. It is these statistics that prove that not only are consumers using their mobile phones more, but are increasingly reliant on them to do more. This consumer behaviour needs to be exploited by marketers. Tech companies certainly have done so with the iWatch, Google Glass and possibly the iRing.

With the abundance of tech advances readily on hand, brands and their marketing teams need to now collaborate and cooperate to engage with the many resources available. In a world where there’s almost no excuse for not zooming in on target audiences, or putting in effort to get the message across, all businesses should be looking to engage with influential crowds across both desktop and, most particularly, mobile.

Targeted options now give brands a chance to power-up

As consumers become more reliant and confident with the technology available to them, marketers have more information available to them about consumers than ever before. As a result, we are able to develop ads that are more specified in terms of which audiences, what messages, and when and how these audiences should be exposed to these messages. In the past both traditional and digital marketing has been all about reach. Adverts with the biggest reach were supposedly the most successful. Luckily more time and effort is now being put towards ensuring the right audiences receive the right messages. With audiences overwhelmed and saturated by constant online adverts, the rise in the downloading of Ad Blockers is increasing at a rapid pace. However, if audiences were to receive more relevant ads, it could be suggested that they would be less likely to want to block them out altogether.

With technology increasingly giving audiences more power regarding the ads that they are exposed to, it is up to us as digital marketers to counteract this. We must develop ads that are more relevant to specific audiences that provide a seamless experience over multiple digital platform.