Ted Karczewski

Try as they might to pretend smartphones don’t change the game, marketers must acknowledge that mobile technology will alter their strategies moving further in 2013, and new plans should be developed to tackle potential challenges. For many organizations, the idea of having to accommodate another trend can feel daunting, but successful web marketing tactics often translate into effective mobile campaigns.

According to data from IgnitionOne, smartphones and tablets facilitated 18 percent of total U.S. search spend in the fourth quarter of 2012. Paid search spend on tablets grew by 163 percent year-over-year. Smartphone search marketing increased by 87 percent compared to last year, while clicks experienced upticks of 135 percent and 29 percent on tablets and smartphones, respectively.

SEO and Lead GenIncreases in mobile marketing spend mirror consumer trends noted by Accenture. The source conducted a study in October 2012 of internet users in 11 countries and found that consumers living in these areas plan to purchase an average of four electronic devices in the next 12 months – smartphones, PCs, HDTVs and tablets. Each item noted in the research can connect with the internet, and users will increasingly spend time researching and purchasing products via their devices.

Business-to-business and B2C brands can leverage their internet marketing prowess to reach mobile users in familiar ways, driving online traffic and chatter that leads to conversions. Whether marketers’ main objectives are to build online communities for their brands or increase lead generation throughout the year, practices like SEO and PPC reach both stationary and on-the-go web audiences.

Webmarketing123 recently released its “State of Digital Marketing 2012 Report,” which identified marketing channels that brands will continue to use in the new year. Data showed that 79 percent of B2Bs credit lead generation to SEO content and PPC campaigns, compared to 75 percent of B2Cs. These efforts have the potential to convert mobile and PC users, especially as clickthrough rates and impressions continue to increase. IgnitionOne’s study also reported that mobile ad impressions across tablets and smartphone devices increased in Q4 2012 by 212 percent and 20 percent, respectively.

79 percent of B2Bs credit lead generation to SEO content and PPC campaigns, compared to 75 percent of B2Cs.

Content marketers looking to tap into the growing mobile consumer base can find success through well-written copy optimized using SEO best practices. Publish content using the right keywords and increase the likelihood of articles becoming visible across all devices and channels. Position savvy and witty ads in search, and watch spontaneous mobile users click and engage frequently. These practices in combination with a well-rounded content marketing campaign for web search will foster greater brand awareness, drive lead generation efforts and provide professional with nurturing opportunities.