How is the Mobile Marketing Landscape Changing?

Joel Course's picture
| 10th August 2018
Posted in:

As an individual who’s relatively new to the everchanging world of marketing, getting to grips with software updates and trends is but one of the important parts of developing as a marketer. One key ingredient for success that I have quickly understood, is an ability to react to the way in which a specific audience consumes information. The way in which one adapts is an aspect of marketing which cannot be understated, especially with the rapid changes in technology which are present in every part of today’s society.

The use of mobile phones is a prime example. Our mobile devices have become almost an extension of ourselves and understanding how to tailor specific ads or website content to specific devices is an essential part of digital marketing today. This becomes even more obvious after the revelation of our dependence on mobile phones in a report from telecoms regulator Ofcom. The figures revealed by the report, which Ofcom has dubbed ‘a decade of digital dependency’, has revealed our reliance on technology as a society. The most prominent statistics which featured in the final report show that 78% of all adults now own a smartphone, with people checking them on average once every 12 minutes. Two in five adults look at their phone within five minutes of waking and a third check them just before falling asleep.

The figures publicise a dependency of handheld technological devices. Devices which, as a marketer, offer a plethora of opportunities to utilise particular audiences who have almost a constant connection to the internet. Here are a few examples of updates and improvements which show how mobile usage is being taken much more seriously by developers and marketers.

Tracking Time Spent on Social Media

In relation to this trend, Facebook have announced updates to help individuals better manage their time on social media. Both Facebook and Instagram are set to receive new tools in the form of an activity dashboard through which users can check how much time they’ve spent on the respective apps and can set daily reminders to be alerted when they have reached a certain time limit. The introduction of these new tools is in response to the potential harmful effects of spending too much time on social media in particular, but is not the only example of how services on mobile phones are changing.

Facebook Ad Manager Updates

With the activity update an example of a directly user-based improvement, the release of a revised version of Facebook Ad Manager is much closer to marketers. Focused primarily on providing a greater level of creative freedom in producing ads on the social media platform, the update coincides with the trend of mobile dependence. Users will now be able to build ad content directly from a mobile device: editing images and creating advertisements through the app. With creativity at the centre of the update, users can also incorporate and edit text within the ad, utilise fully customisable templates and implement various stickers and logos. Before the update, image-based content for Facebook ads had to be created outside the app and then uploaded, but now advertisements can be generated on the go.

Google’s ‘Mobile Speed Score’

Another example relates more closely to how Google rates your mobile friendly site pages. The ‘mobile speed score’ is a mark given to each landing page on a Google Ads account from a 10-point scale- with one being very slow and ten being extremely fast. The scores are based on a number of elements, including the potential conversion rate and the relationship between page speed. This new approach to evaluating page speed provides the user with a quick way to see which pages do and do not provide a fast, mobile experience, and therefore which ones require further attention.

The trend towards a mobile focused society is simply illustrated with these few examples and is a signal of how fundamental this medium is and has the potential to be in the future. Changes in both social media apps and their approach to advertising, in addition to the incorporation of mobile accessible features within Google Ads, mean that you choose to ignore mobile at your own peril. Developments in the arena of advertising have seen an increase in the personalisation of adverts, especially in search results and this can be attributed to the changes in user trends. Marketing on mobile has become the initial stepping stone on a path towards a more trustworthy relationship between consumer and supplier and with the mobile environment in a state of constant flux, keeping ahead of the game is a crucial element of success. 

Tagged in

You might also like

Google is rolling out price extensions for mobile text ads. Using price information in ads can be very practical as it can help us avoid paying for clicks from visitors who would be not happy with our prices - it can save us money as well as deliver more relevant clicks.
Adrienn Pajtok
On: 19th July 2016
Posted In:
PPC | Google AdWords | Google | Search Engines | Mobile Marketing
Is Online Advertising Outperforming Traditional Advertising Media?
Since its inception in the early 90’s, the internet has proved to become an extremely effective platform for businesses to advertise on. Online advertising, also known as internet marketing is comprised of search advertising, display advertising, social media advertising, mobile advertising and more.
Eddy Hyde
On: 20th May 2016
Posted In:
PPC | Google AdWords | Microsoft Bing | Facebook | Mobile Marketing
Businesses understand the important role apps can play in the delivery of their products and/or services. However, the question is do they really understand how to get their apps showing in app store search results and ultimately, achieve downloads?
Eddy Hyde
On: 3rd July 2015
Posted In:
Mobile Marketing

Why Choose SilverDisc

Track Record Of Success

As a digital marketing agency with a 25-year history, continuously getting it right for our clients is of paramount importance and we have some great references to back this up.


Being Google Premier Partners and Bing Select Partners gives you the assurance that we’re fully trained, that we have demonstrated exceptional account management across a range of client spends and industries, and that our track record will continue.

Thought Leaders

We see where digital marketing is heading and position our clients to meet it. For example, we are so far ahead of the SEO game that we helped Google to write their webmaster guidelines, so you can enjoy SEO success without fear of being penalised.

Ethical & Honest

We have your best interests at heart and we give it to you straight, even if that’s painful to you or us. For example, we won’t spend your money marketing a website when it’s plain to us that the money would be wasted. We look for a win-win-win …


We listen to your individual needs, identify targets and work relentlessly towards meeting them, concentrating on what’s effective.


We exist to unlock the value of technology for business, and we love what we do. We have 25 straight years in digital marketing.

Friendly, Open and Giving

These words are at the core of our values. We build strong partnerships and go out of our way to help solve problems for clients, suppliers and the wider world.

Let's Get Started

Please fill in the form below or give us a call on 01536 316100

Follow SilverDisc