The growth of the mobile web should be the impetus for companies to include mobile in their marketing strategy.

Mobile search is quickly gaining on desktop search, and businesses must alter their SEO and content marketing strategies to account for these changes, Blackboard said in a recent release.

For businesses that rely on neighborhood traffic and customers, developing a mobile web strategy that accounts for the differences between mobile search and desktop users will help improve SERP standing.

The number of people using mobile search will grow substantially as smartphones become easier to use and more valuable. Failing to address these changes could be devastating, especially as competitors integrate mobile marketing initiatives into their strategies.

In terms of mobile applications, encouraging users to check-in from a business is a simple method of enhancing a social media presence while simultaneously engaging mobile users.

Brafton reported on Monday that too many businesses are failing to implement mobile into their marketing campaigns, despite Americans’ increasing reliance on smartphones and tablets in both the consumer and enterprise sectors.

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.