There is no denying the fact that mobile technology has changed the work of communicators and influenced their training (https://www.youtube.com/watch?v=l57mIg2mTDQ). An enormous portion of the consumer base frequently use their mobile device. This relatively new technology has forced the redirection of the field of communication. Azzaro, et. al, say this best when writing, “With an on-the-go worldwide consumer population, marketers are increasingly turning to mobile communication devices for new ways to deliver brand messages to prospective consumers” (Azzaro, Barnes, Schultz, & Schultz, 2015, p. 270). Obviously, the fact that mobile devices are widely used, and they are almost constantly kept on the consumer’s person, makes mobile devices an important technology for communicators to focus their attention upon. Many professional communicators are in the business of selling a product or service. Therefore, communicators must learn how to fully utilize the targeting capability that mobile technology provides. Blakeman (2015) explores this point when writing: 

Mobile’s highly targetable reach makes it more effective and efficient than traditional advertising methods. . . . Targeted consumers who have opted in to receive advertising can be reached wherever they are with a message that will interest them. Mobile delivers a diverse array of advertising, promotional, and entertainment options . . . This targeted, instantaneous, relatively inexpensive and measurable vehicle can reach the target at the point of sale or assist with purchase by announcing nearby sales and delivering coupons. It can send, receive, inform, and personalize a message. By incorporating mobile advertising into the media mix, a product or service can be cross-promoted and more competitive.  (p. 203)

Targeting consumers is vastly different than the communication strategies of old where blanket statements, designed to have maximum affect, were used. This technology has made it possible for communicators to study a specific consumer and articulate a message that best suits his or her interests. This ability to communicate to individuals in a manner that is best suited for them increases the probability that the communicator will be viewed in a positive light. Carney and Lymer (2015) delve deeper into this point when writing: 

The ability to customize and personalize the information and messaging adds value to the user and helps reduce the negative association many people have with receiving unwanted messages in their personal accounts. The social media element of mobile communication is also an asset; a viral effect can develop when users forward messages to others who were not in the initial target group for the messaging, thus widening exposure and potential clients. (p. 123)

Mobile technology has vastly increased the chance that a communicator will effectively reach the target audience (https://www.youtube.com/watch?v=xzmQm-hRgTg

. However, the mere existence of the technology is not enough. In order for this technology to be effective the communicator must carefully study how to fully utilize mobile technology.

References

Adashi Media [Screen name]. (2012, December 21). Mobile devices are driving the web: Important marketing statistics from google [Video file]. Retrieved from https://www.youtube.com/watch?v=l57mIg2mTDQ

Azzaro, M., Barnes, B., Schultz, D., & Schultz, H. (2015). Building customer-brand relationships. New York: Routledge. 

Blakeman, R. (2015). Advertising campaign design: Just the essentials. New York: Routledge.

Carney, W., & Lymer, L. (2015). Fundamentals of public relations and marketing communications in canada. Alberta: University of Alberta Publishing.

Marketable Mobile [Screen name]. (2011, July 3). Smartphone: Google mobile marketing stats [Video file]. Retrieved from https://www.youtube.com/watch?v=xzmQm-hRgTg