Marketers strive to use mobile for customer acquisition and brand awareness, measured through website traffic and click-through-rates.

It’s not uncommon to see people tapping on smartphones in restaurants, waiting rooms or at holiday parties, which is why content marketers are using mobile marketing to raise brand awareness, acquire new customers and promote retention. According to a recent report from Forrester and Velti, 86 percent of mobile marketers use the channel for gaining new customers, while 79 percent believe mobile marketing will promote brand awareness.

Although the ultimate goal of a content marketing strategy is to drive conversions, it seems mobile marketers are more concerned with visibility than making hard sales. Because of the desire to raise brand awareness, Forrester and Velti’s sample of 139 mobile marketers revealed that website traffic, visitors and click-through-rates are the KPIs and metrics used to assess mobile initiatives.

Brafton recently reported that content marketers should prepare for the age of mobile search marketing as consumers use their devices for more tasks. With only 22 percent investing in mobile paid search, generating custom content that is device-specific, as well as creating separate mobile campaigns can help drive customers toward a brand.

Emma Siemasko is a former member of Brafton's editorial team. Emma has experience with blogging, travel writing, industry news, SEO and content marketing. She used to live in South Korea, where she mastered the art of using metal chopsticks.