As the adoption of smart phones and mobile apps increases, local searches using mobile phones and browsers have also been increasing. With the release of the latest iphone in June, and numerous other smart phones on the market, consumers are taking advantage of the latest technology to ensure they are always connected to the Web and can easily find what they’re looking for.

Local searches have shifted from computer-based searches to mobile, with most local searches now occurring on a mobile device, up 34% since May 2008 (comScore). This cultural shift will affect all businesses and advertising far into the future, as behavioral and geographic targeting allows for more precise reach.

Several industries are already adjusting to this expanded mobile market: Many airlines allow you to display your boarding pass on your smart phone’s screen for scanning at the gate, instead of requiring a printed version; banks are releasing iPhone apps to help you locate bank branches nearby; publishers are working to ensure their eBooks display well on mobile devices.

Depending on which industry you belong to, mobile advertising may be a “must-have” sooner rather than later. Consider whether your target markets are part of the technology-savvy group, and if so, begin planning for ways that your products and advertising can be effectively used on mobile devices.

Find out about Rosetta’s mobile marketing offerings or contact us for more information.