Responding to changes in internet marketing involves accounting for new web browsing devices as much as search engine algorithm updates. Just when a company has a grasp on responding to Google or Bing's guidelines for ranking high in searches and succeeding at lead nurturing, trends in mobile devices make it more important to address clients using that technology.
For example, Marin Software's report "The State of Mobile Search Advertising" reveals the extent to which internet users are browsing on mobile platforms, according to Search Engine Land. In 2012, about one-quarter of paid search spending will be put toward mobile campaigns. Additionally, research firm Forrester estimates 28 percent of all searches conducted in the United States will be performed from mobile devices by the end of 2012.
This makes it more important than ever to properly cater to mobile clients. With so much telecommuting and mobile work being done, companies can't afford to let clients performing mobile research to slip through the cracks. Make sure to create landing pages that are easy to view on smartphones and tablets, and don't let website design be too demanding or confusing for mobile users. Otherwise, lead generation efforts in a substantially growing segment of potential clients can suffer.