Market research firm Gartner recently reported the global smartphone market has continued its upward trend, which provides greater impetus for marketers to adjust campaigns for the mobile web.

Global smartphone sales grew 5.6 percent in the third quarter compared to the same time period last year, market research firm Gartner said in a release on Wednesday. While less capable feature phones are still selling well, the continued growth of smartphones demonstrates the ultimate value of a well integrated web marketing campaign.

Smartphones allow users to access essentially the same services they use on a desktop PC from their handset. It’s becoming increasingly critical for businesses, especially those targeting professionals and enterprise clients, to make their products or services available on mobile devices. Whether this happens with an application or a fully functioning mobile website, it’s critical that businesses ensure their technology is available to mobile users.

Mobile search’s growth has continued as smartphones become more popular. Targeting smartphone users with integrated web marketing campaigns will help draw mobile traffic and increase overall conversions.

For example, Brafton reported in October that more than 70 million Americans access social media applications from their mobile devices. Sharing links to original content on Twitter or Facebook will allow companies to reach potential prospects on the go. From there, engaging posts will likely result in more traffic to the website, which is a step toward greater conversions. 

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.