To evolve into the smart instruments that they are today, the early cell phones of the 1970s and 1980s were mainly meant for use in cars while attempts at handheld computers across the late 1990s and early 2000s never really made it. The first true modern phone was produced by BlackBerry in 2003 and supported email, text messaging, phone calls and web searching, but were mainly used by business professionals. It was not until 2007 that smartphones entered the mass market following the ground breaking unlock of the iPhone. Look to today and cellphone ownership in the UK alone was 76%, with rapid increases in the proportion of 4G users and a quarter of smartphone owners making no basic voice calls. One of the reasons for agile advertising and marketing being on the increase is social media, where brands have spent the previous couple of years figuring out how to communicate on platforms akin to Facebook and Twitter.
These channels have offered insight into what can work and the type of content that resonates. In addition, many based brands have a personality on social media when it comes to tone and voice together with fostering that each one vital transparency for patrons. The speed of social media has also shown businesses that a quick response if done accurately can be very beneficial across a range of mediums.