The evolution of marketing: It’s mobile

Ricardo Melo
3 min readAug 11, 2023

We are constantly on the move, juggling between personal and professional life’s challenges every day. So, how are we impacted by the brands around us? How do we maintain patterns of search, purchase, and decision-making? Influenced by the past or with an eye on the future?

What will the future of marketing look like? And how will technology be crucial in driving a personalized experience between brand and consumer? Has the era of mobile marketing arrived?

Mobile marketing is increasingly becoming an essential component of the marketing strategy for many brands. With the widespread use of smartphones and other devices, such as smartwatches, tablets, and upcoming innovations like the latest Apple Vision Pro in the field of augmented reality, consumers are constantly connected and spend a significant portion of their time engaging with these devices from a mobile perspective. This evolution is creating new channels for brands to communicate with their target audience, opening up real-time communication opportunities.

Personalization is an even greater priority in mobile marketing, where data collection and the application of machine learning algorithms can pave new ways for brands to better understand individual consumers’ preferences, needs, and behaviors. This deeper understanding will allow companies to personalize their entire communication and build highly relevant and engaging experiences.

Technology plays a pivotal role in empowering various areas through trends and technological advancements that will shape the future of brands and their communication strategies.

Artificial intelligence (AI) and machine learning are crucial for processing large volumes of data and identifying behavioral patterns and individual preferences. Based on this information, brands can provide highly personalized and relevant recommendations and content. Through geolocation, brands can offer relevant content and offers based on consumers’ location, paving the way for location-based marketing campaigns, such as exclusive coupons for nearby physical stores, notifications about relevant events, or even gamification mechanics, among others.

This can be complemented by the ongoing evolution in the field of augmented reality (AR), which will have a significant impact on mobile marketing, enabling the creation of immersive and interactive experiences. This could include virtually trying out products before making a purchase or interacting with AR ads seamlessly integrated into one’s environment, which can also be geographically referenced. With the constant evolution of mobile payment methods at our disposal, this entire mobile journey will become simpler for the consumer, turning a purchase into a fully connected experience, eliminating obstacles and increasing convenience.

The way consumers interact with brands will change substantially and continue to evolve with technological advancements. We are headed toward an increasingly connected experience where interaction patterns will differ, the devices through which brands communicate are evolving, and the way we search, access information, content, and advertisements will change. The constant presence and personalization that brands need to offer their consumers will bring a host of benefits to both parties.

While personalized mobile marketing offers numerous opportunities, it also presents significant challenges and ethical considerations. It is crucial to ensure the protection of privacy, obtain appropriate consent for collecting personal data, and avoid invasive and excessive advertising practices. Brands must adopt a transparent and responsible approach when dealing with personal data, respecting consumers’ privacy and providing clear options for control and opt-out, which is essential for building a lasting trust-based relationship between brand and consumer.

Personalized mobile marketing is the future of the advertising industry, offering untapped potential for brands to connect with their consumers in a more meaningful, relevant, and present manner. Through the intelligent use of technology, such as AI, geolocation, AR, and mobile payments, brands can create personalized experiences, enhance their connection with consumers, and drive the effectiveness of their marketing campaigns. However, it is crucial for brands to maintain ethics and consumers’ privacy at the heart of their strategy, ensuring a responsible and transparent approach. As mobile marketing continues to evolve, personalization will become increasingly essential for brands’ success in a highly connected and constantly moving reality where interaction patterns and channels we know will evolve to become more naturally present.

In a future where automated systems and personalized AI assistants become increasingly prevalent, it is crucial for brands to adapt and stay relevant.

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