2 critical campaign elements you can't do without. Social and mobile media have changed marketing and advertising by providing a seemingly endless number of new opportunities for brands, content creators, and media buyers.
Both platforms offer opportunities for paid, earned, and owned engagement with consumers (though paid opportunities are still being perfected). Social media is growing in use, reach, and platforms. Smartphone use exceeded 50 percent of consumers a few months ago, and even pre-paid carriers are offering affordable smartphone plans, making mobile browsing a cultural norm. All agencies should approach all projects -- from website builds to media campaigns -- from a mobile and social perspective. Real Academia Española. Advertising. Advertising. Creative Advertising Archive & Community.