ComScore's recent State of Mobile Advertising webinar reveals that search and social mobile audiences are becoming more mainstream.

“If your [marketing] plans don't include mobile, then your plans are not finished,” Wendy Clark, vice president of integrated marketing for Coca-Cola, said at the 2011 IAB Leadership Meeting. This quote is one of the opening slides in comScore's recent State of Mobile Advertising webinar, and the data to follow supports Clark's statement. ComScore points to rising smartphone penetration, mobile search and mobile social use as evidence of the need for marketing to cater to on-the-go audiences.

According to comScore, more than 45 percent of Americans access mobile media. This means 106 million U.S. consumers have used a mobile browser, application, native email and streamed or downloaded music and video via their devices – considerable growth over 88.3 million Americans who participated in these activities in 2010.

For internet marketers, this means the mobile online audience is growing. Brands' best bet at reaching these consumers is through search and social channels. The study reveals that mobile social networking has grown 45.7 percent in the past year, and mobile search has risen 32.1 percent. ComScore's mobile report. Google search and Facebook lead the way, says comScore.

Notably, mobile news access has risen more than 38 percent year-over-year. Marketers may take as an incentive to invest in news content marketing and share their branded news across search and social channels to appeal to a wide variety of on-the-go audiences.

Plus, marketers who create timely content with local SEO in mind may find they appeal to users of Google's News Near You feature. The recently deveoped service promotes news content from nearby sources to on-the-go searchers.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.