Describe how mobile devices have changed marketing communications

What will be an ideal response?

Answer: Mobile advertising and mobile commerce (sometimes referred to as m-commerce) are two of the hottest developments in marketing communications. Mobile advertising is already a multibillion-dollar business, with nearly 70 percent of that spent on Google ads and Facebook ads. The types of marketing and sales messages created for mobile audiences range from short, simple text ads that search engine results to mobile-optimized video–the most common form of content marketing in the mobile arena. Companies are putting so much emphasis on mobile marketing because mobile devices now play such a big role in consumer buying behavior. Smartphone owners tend to use their devices for many shopping-related tasks, from searching for product reviews, finding stores and service businesses, looking for coupons and other promotions, and doing in-store price comparisons. In fact, some 80 percent of smartphone-equipped consumers use their devices to get shopping-related information. If you are involved with creating mobile marketing or sales messages, keep two essential points in mind. First, like all mobile messages, promotional messages need to be kept short and simple. Second, the mobile experience needs to be fast and straightforward. Mobile users are often time-constrained, and they will quickly abandon websites that don't load quickly or are confusing to navigate.