Mobile marketing is playing an increasingly important role in the way brands and their prospects connect. According to the Pew Research Center's Internet & American Life Project, 56 percent of Americans have a cellphone and more than one-third own tablet. With the majority of cellphone owners in the United States using smartphones and tablet sales surging, it's clear that businesses that have a strong mobile marketing strategy can better reach their target audience.
The increase in mobile marketing budgets demonstrate many brands are aware of the opportunities provided by tablet and smartphone adoption. In fact, a recent study from the Interactive Advertising Bureau found mobile spend increased an impressive 142 percent between 2011 and 2013. While putting more resources into marketing is key, a budget increase alone doesn't guarantee a brand will be successful on mobile in terms of lead generation and nurturing.
There are two key goals that should figure into a mobile marketing strategy. For one, businesses must ensure they're optimizing their entire digital presence for mobile. In addition to formatting their websites for smartphone and tablet screens, brands must ensure their emails, blogs and social media posts also cater to on-the-go users.
Additionally, brands have to recognize that optimizing for mobile is a continual process. As smartphone and tablet technology grows more sophisticated, so too should companies' efforts to reach users on mobile devices.