Over the past two columns we have truly covered a full spectrum of ground in the marketing world, from creative color choices to high-level business strategy.

Since On Marketing began in January we have not yet addressed that tiny elephant in the room. Or more specifically, in your pocket or on your desk or in your hand as you’re reading this.

That’s right – mobile.

For the first column on mobile, we will start how we always start with a new topic – data.

Mobile Marketing Data that Matters

• Here’s the whopper (and possibly the only one that matters) 91% of people who have a smartphone keep it within arms reach 24 hours a day, seven days a week.
• In the world of digital marketing, mobile media time (51%) and desktop media time (42%) are still growing. But the significant takeaway is that mobile is now outpacing desktop in the time people are spending with it.
• A Pew Research Center report revealed that 46% of smartphone owners consider their phone something they “can’t live without.”

Consider that last data point for a moment.

The data set is not exclusive to tweens, millennials, or any specific data set. That’s adults who own a smartphone, which is 68% of U.S. adults.

If you’re thinking, “wow that number is low” consider that it was just 35% in 2011 – just five years ago.

Hopefully, if you have felt that a mobile strategy is something you can put off, you are now thinking otherwise.

So, if you are going where the people are as an overall marketing strategy, the digital aspect of your tactical plan must at least address the essentials this year.

A well-executed mobile strategy is a box you must check as a business and as a marketer. Just like you need a website, visibility in search engines, a Facebook page from a digital perspective, a quality mobile experience is an essential ingredient of success.

If you only have space to add a few marketing tactics to your overall marketing plan this year, make an up-to-date desktop / mobile website, search (at least organic) and an active Facebook page your focus.

Summer is coming fast, make the time to shore up your marketing plan and get mobile included if it isn’t there already.

Do not be intimidated by the device or technology. A mobile strategy is nothing more than a local strategy. Take advantage of what technology affords, and be local.

If you’re a big business, create the feeling that you’re local everywhere. Show up in social media, apps through mobile retargeting, and every single map technology on the market.

If you’re a small business – your audience is in your town. Own it! Make sure everyone in town knows about your business, what it does and where to find it. Use every marketing tool at your disposal – just don’t ignore mobile!