Targeted online advertising campaigns can no longer be relegated to desktop computers. More consumers are using mobile devices on a daily basis, which is why businesses must take note and develop marketing plans that revolve around this fact.

A recent Harvard Business Review contribution piece further explained this trend, saying that companies need to be more thoughtful with where they put their ad dollars. For example, it is important to realize what customers are using their mobile devices for, not just that they are using them more often.

The article's authors cited data explaining that video traffic on mobile devices in Europe is expected to increase six times by 2016, while digital video advertising spend will increase four times. With that information, a company could create video content to increase its brand awareness.

Additionally, mobile ads can prove to be effective during a customer's evaluation and purchasing stages. The article said that 50 percent of Facebook users are on Facebook's mobile app when they're in a store. From there, businesses can make ads that recommend products to buy based on consumers' past purchases.

"Even with a better understanding of how a customer's decision journey should direct ad spend decisions, companies also need to be more deliberate about where they spend those dollars," the authors wrote. "User time is concentrated today on a handful of applications but marketers often simply spread their spending across a wide array of them."

For small- to medium-sized businesses, partnering with Key Media Solutions can help them achieve this goal. With targeted internet marketing that can effectively integrate mobile ads, companies can be sure to reach their audience and even draw in more customers.