Mobile marketing has become more popular and critical to business success as smartphones and tablets with geolocation capability appeal to a wider audience.

Businesses looking to improve conversions through mobile marketing campaigns consider audience targeting the most important element of their initiatives, Jumptap said in a release on Thursday.

SEO campaigns that include key search terms aimed at local audiences can be used to reach relevant mobile audiences.

Jumptap said more money and efforts are being directed toward mobile marketing in its release. Seventy-nine percent of marketers actively pursue mobile marketing campaigns, with 66 percent beginning in the last five years, Jumptap said.

Currently, only 6 percent of marketing budgets are directed toward mobile. However, as mobile marketing becomes more diverse, and businesses consider the value of SEO aimed at mobile search, funding will likely increase. Accoridng to Jumptap, 35 percent of companies with mobile marketing campaigns plans to increase spending in the next 12 months.

“Providing agencies and advertisers with what they need to make mobile advertising simple and their campaigns smarter, is critical to growing the medium,” Paran Johar, CMO of Jumptap, said in a release.

One element of mobile marketing that has received more attention in recent months is geolocation. As smartphones have become more popular, people have gravitated toward services that tailor search results to their specific location. Brafton reported last week that 28 percent of adults regularly use geolocation services.

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.