A report from comScore suggests that mobile's growth as a primary web access point must inform new media marketing campaigns moving forward.

Market research firm comScore recently released its 2012 Mobile Future in Focus report, which suggests that smartphone use means businesses must ensure their web presence is optimized for mobile access and that they update their content marketing campaigns frequently enough to appeal to constant mobile searches.

ComScore reports that 42 percent of American mobile phone owners use smartphones. Most of these users take full advantage of the devices, which includes access to the web. Developing a site that allows on-the-go visitors full access to website content and ecommerce features will improve a brand’s reputation and allow for more conversion opportunities.

Social media marketing campaigns can also receive a boost from the growth of mobile devices. According to comScore, 64.2 million Americans with smartphones accessed social media at least once during December. As both smartphone ownership and social media use are continuing their growth, the frequency with which users access their accounts from their handsets will increase.

“As mobile channels present a more personal, social, and ubiquitous experience to consumers, advertisers and publishers have an opportunity to better engage target audiences, given an understanding of how to connect and leverage the unique characteristics of these emerging platforms,” Mark Donovan, comScore senior vice president of mobile, said in a release.

Despite the obvious surge of mobile internet activity, many businesses have not ensured their websites can handle the traffic. Brafton recently reported that 90 percent of websites are not fully optimized for mobile use.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.