How Mobile Devices Changed the (Marketing) World

As another new year arrives, so do the predictions of what will be the biggest marketing trends in the year ahead.

With YouGov's Media, Technology & Telecoms Outlook Report for 2014 forecasting that by the end of the year almost half of UK households will own a tablet, and John Lewis announcing that three-quarters of its online traffic on Christmas Day came from mobile phones and tablets, it’s clear that in 2014 mobile devices will not only surpass desktops in terms of traffic, but they will significantly alter how we use the internet and view online content.

Rather than people’s main interaction with the internet being via a desktop in their lounge, bedroom or office, people are increasingly accessing the internet via a mobile device from their bed first thing in the morning or last thing at night; or from their sofa in the evening with the TV on in the background.

As such, online behaviour has changed with retail purchases often being more spontaneous and people demonstrating a much shorter attention span when digesting content, as shown by the enormous popularity in sites such as Twitter and Vine where succinct content is king.

Users no longer have the appetite for digesting content that is presented in more than 140 characters or six seconds.

Because of this, if not already at the forefront of their planning, marketers need to focus on these significant changes in online behaviour and make mobile a priority in their marketing strategy or risk losing out to competitors.