A survey from Borrell found that more marketers are adjusting different web strategies to optimize for mobile use.

A report from Borrell found that companies will likely make minor adjustments to their web marketing strategies moving forward to optimize content for mobile devices. Eighteen percent of respondents said it’s very likely that they will alter parts of their sites or marketing to appeal to smartphones users, while 31 percent said it’s somewhat likely.

With more than half of Americans using smartphones, it’s important for companies relying on the web to appeal to these prospects. Ensuring that SEO strategies appeal to those on mobile search will help prospects access site content and sites on the go. As BIA/Kelsey has reported, 2012 will see more than 30 billion mobile searches.

According to Borrell, 42 percent of responding businesses said they’ll dedicate 11 percent to 20 percent of their budgets to mobile advertising or making other channels better suited for mobile access. Whether it’s SEO, social media marketing or website content, marketers must consider on-the-go audiences because Americans use their handsets to access brand’s presences across channels.

It’s not just marketers adjusting their strategies for mobile, and updates from major web platforms could help businesses refine their mobile reach. Brafton has recently highlighted efforts from Google, Instagram and other companies that afford users easier service access on mobile apps or websites. For example, Google developed a Handwrite feature to let users search the web by tracing words onto their screen. 








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.