To reach your target audience, you need to know their internet use habits. Are your potential customers people who prefer to use a desktop computer? Or are they always on the go, with a smartphone or tablet in their hand? If you want to attract the latter category, you should make sure that your next advertising campaign is optimized to work or their mobile devices. 

"Mobile is on every single marketer's agenda for 2014," said Michael Blumenfeld, consultant for US Financial/Insurance Services at Maxymiser, to Mashable. "One of the big mistakes a lot of brands today still make is that they tack on mobile as an after-thought to their larger marketing strategy […] What brands need to first do is understand the psychology behind why and how users think and act on each device."

Blumenfeld noted that even between smartphones and tablets, the type of user and what they want to see on the screen may be different. To explain the importance of having an advertising campaign that can adapt to multiple digital outlets, Blumenfeld gave the example of an online education service that he had recently worked with. The business' aim was not to create sales, but to increase leads – especially through the use of their mobile website and ads. In order to be effective, it was necessary to remove all irrelevant content found on the desktop site, leaving mobile users with only the necessities. 

The digital marketing landscape is changing dramatically, and small business owners would be well advised to keep up with mobile marketing trends. Organizations and companies that partner with an internet marketing agency such as Key Media Solutions can stay one step ahead of their competitors.