"The smartphone changed all this for one simple reason. Everything and everyone became connected. The fundamental importance of this shift cannot be overstated. When everyone is connected - and, by 2020, there will be 4bn people online with 4bn smartphones - new startups are able to utilise this to offer a superior customer service. Suddenly, the consumer can have what they like, when they like it, where they like it."
"When Steve Jobs launched the iPhone in 2007 he uttered the immortal words, "this changes everything". While this made for good marketing speak (and it was a truly revolutionary product), Dare's creative partner Brian Cooper wonders whether Jobs really knew how much it would change, and whether he knew it would change marketing itself. For many years marketing remained constant: a company built a product or service, marketing came up with a way to sell it,"
Smartphone adoption connected everything and everyone, enabling startups to deliver superior customer service and disrupt traditional supply-led business models. Consumers now expect on-demand choice — what they like, when and where they like it — shifting markets from supply-led to demand-led dynamics. Social media proliferated channels and initially drove integrated marketing campaigns, but continuous connectivity and smartphone ubiquity outpaced that model. Businesses like Uber, Simple Bank, and SoundCloud leverage connectivity to bypass hierarchical firms and offer tailored experiences. Established companies face a strategic challenge: traditional integrated messaging no longer reliably persuades customers who can instead select superior, connected alternatives.
Read at The Drum
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