The rapid growth of smartphone and tablet adoption in recent years and moving forward will force both publishers and businesses using content marketing to alter strategies to better target mobile web users. According to eMarketer, smartphones account for 44 percent of all mobile phones currently in use, while 22.9 percent of all internet users own tablets.
The growth for these devices will allow content marketing campaigns to reach their target audiences when they’re in front of a computer, as well as when they’re on smartphones or tablets.
As both markets continue to grow, businesses must optimize their websites to ensure mobile devices can access them without losing capability. This includes the ability to easily complete conversions, such as purchases or requests for more information.
Moreover, SEO strategies must factor mobile search into them. Simple adjustments or additions, including the use of location-based keywords and content, can help boost ranking on mobile SERPs.
EMarketer reported that the smartphone market’s growth will reach 133 million users by 2014, which will mean the majority of Americans using a mobile phone will use internet-connected devices. Additionally, tablets are expected to account for 35.6 percent of all web users by 2014, with 89.5 million of the handsets in use.
Brafton recently reported that one of the main drivers of the tablet market is the cannibalization of the e-reader market. Many users looking for a mobile reading option have chosen to purchase tablets in recent months, as they have become more affordable and are far more capable.