When some companies think about mobile marketing, their first inclination may be toward developing multiple applications. The reasoning behind this decision appears sound. People spend more time with their mobile device than in front of a television, but marketing through these on-the-go pieces of technology hasn't quite hit its stride (1). Even with an average of 24 apps on any given smartphone, users spend 80 percent of their time on just five of them. As a result, it's likely better time spent working on the opportunities of the mobile Web.
By 2017, it's expected that smartphones will outsell personal computers by 5 to 1 (2). This represents a major change in the way that people search for products and services, as well as the strategies that companies must employ to stand out on mobile technology. One of the key shifts will be in the way buyers seek out information. For example, the introduction of voice-enabled search has forced Google and Bing to adjust for user intent with keywords. Considering the mass influx of information populating the Internet, the challenges of providing mobile buyers with relevant content will likely drive further innovation in search engine optimization in an always-connected age.