Google IO and new changes for mobile marketers in 2019


Annual Google I/O conference presents technological innovations and their potential. There we find out more about new and old products (how they work, what the use is, etc.) and try to understand what the future of the mobile marketing industry is. In short, developers from different Google services present novelty and explain the significance.

In 2018 Google I/O presented several innovations that are closely related to AI. Some of them were directly concerned with mobile marketers. We decided to analyze if those latest shifts and upgrades changed the work process of mobile marketers.

Operating system Android P

So, May 2018 became revolutionary not just because of GDPR incorporation but also because of the introduction of the Android P operating system (OS). What is the feature of this OS? Simply put, it is a sort of organizer. Android P shows how many times the user unblocks his phone, how many notifications he receives, how much time he spends on the device and in the apps.

Why is this important for mobile marketers? The answer is obvious because with the help of the new OS they can measure the average time spent on the phone, see the most frequent time of browser surfing and what apps are in demand. This information will help to set up an ad campaign correctly without extra costs.

AI technologies

As you can see, Google actively puts AI technologies into action. Google Assistant can go about your business, schedule meetings, even call to the hair salon. Want more convenient things? Additional program Smart Compose can write emails for you, suggest complete sentences within the body of an email you write.

For example, it’s if it’s Friday, it might suggest you close the message with: “Have a great weekend!”


What does it mean for marketers? Well, for marketers it will be another push to create a plan for how to interact with these ecosystems. How to use Google Assistant (longer than for at once)? And, drum roll, will the marketers roll more into their mobile offerings?

AI integration moved from “nice to have” to “must have” in 2019. Shortly speaking, marketing specialist suggests that apps that will use AI will be more demanded than others. The world is changing very fast, and you still have the time to upgrade yourself.

Augmented reality (AR)

AR was incorporated a few years ago and still gains popularity. Remember Pokemon Go game? It was created with AR and gave the development to the whole industry of AR, MR, and VR integration. Behold! This year several companies will release gadgets and programs based on VR and MR technologies.

By the way, this year Google is also going to present futuristic smart glasses that are powered with AR. They convert visual signals that are in real time. The lenses can treat text and string for analysis. This is applicable for fashion or ever decor. And guess what. Google developers will soon incorporate all these trendy features in a handheld smartphone device.

What do these changes mean for the marketers and developers? Well, we recommend take the time this year and evaluate the mobile apps to see if it makes sense to integrate AR. It doesn’t make sense for every app, but for those who use for example users imagination will be very useful. What more? Oh, yes, AR also can help to retail apps to enhance the in-store experience for customers.

Smart displays

Google has planned to release smart displays by the end of 2018. But, recently, mentioned that on December 2018 Google decided to make a few updates and set the smart displays for 2019. Why this displays can be so important?


They work just like smart speakers, a person can ask smart display to control his smart home (if a person uses smart home technology), search the web, make a call, check the calendar, order some stuff, and even buy it. The helpers are polite and children can practice polite communication with them (adults can also pamper themselves with pleasant words).

What does it mean for marketers? Well, it means a lot. The smart display makes everything that digital marketers dreamed about, from ad creation to bidding, and yes, everything is automated. Thanks to smart display marketers can set up a complex campaign that will reach the audience in several minutes. According to NewBreedMarketing, Google simplifies the work for marketers so they focus on working smart for their brands.

Only imagine, more than 500 million devices will have new updates, and this is really cool for mobile marketers because they can have more effective access to potentially hundreds of million devices. Google helps to improve users life and allow marketers to improve customer acquisition method.

Oh, by the way, almost forgotten, Google is going to launch ad-blocker on July 9, 2019. What does it mean for marketers? It means that Chrome will stop showing aggressive and annoying advertisement.

This list also includes pop-ups, self-reproducing sound ads, big banners, and countdown ad. We don’t know yet if this will spread to mobile apps. Think that after Google I/O 2019 everything will clear up.


People are lazy and that is a fact! In the mobile era, people become even lazier. That is why modern technologies are made to ensure that people act less and have the illusion of having a choice. You may ask, how can that be? The answer lies on machine learning, a massive amount of data and analysis of all this.

2018 showed that mobile apps were at the center of discussion. Google I/O devoted a lot of time to mobile marketing inspiration. Mobile development gave marketers the reason to work on improving their technologies, implement AI in app development to keep their apps relevant for years to come.

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