Developing a well-rounded web presence, including social media and content marketing, can help organizations appeal to mobile users.

IBM recently reported that companies actively looking to engage brands on the mobile web are more likely to see increased sales and visibility. Aside from increased purchases, consumers are turning to their devices more often to find information on products they’re researching.

Additionally, a social presence can help companies grab the attention of their target audiences, as more people read social content on the go. Making purchases directly after a social network has fallen 20 percent, but IBM said that this likely has more to do with increased access to content related to products and services than disinterest in social as a research channel.

Buying on smartphones accounts for 15.1 percent of all purchases on the internet, which represents 14 percent growth since 2011. A content marketing strategy is an ideal way of tailoring a web presence to changing user activity on the web. Even if conversions don’t come directly from the smartphones, the information accessed on the mobile web and through social apps is factoring directly into purchase decisions.

“Shoppers today are shifting from a singular online approach to a multi-channel experience that includes both mobile and social media,” Craig Hayman, general manager for IBM Industry Solutions, said in a release. “As a result, retailers must be prepared to connect with their customers on all fronts, or lose them to the competition.”

IBM’s report focused mostly on B2C commerce and the impact of mobile content on retail purchases. However, Brafton recently highlighted data from IDG Connect that showed B2B buyers are also using mobile devices more often to research purchase decisions. As companies look to roll out smartphones and tablets to their workforces, employees charged with researching and buying products, services and solutions for their companies are increasingly turning to mobile content to do so.

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.