The era of mobile devices is here, and now. People are spending more time than ever before on their mobile devices, using Internet applications to connect to their entire world of friends and information. A Microsoft study shows that by 2014, mobile Internet usage will overtake desktop Internet usage.

As all the studies predicted, now more than 50 percent of all local searches are done from a mobile device. Driven by bandwidth and a rich ecosystem of "anytime, anywhere" wireless capabilities, mobile activity continues to rise. This means more people are looking for your goods or services from their smart phones and tablets than from their laptops and desktops.

Those who use computing devices to access the Internet, e-mail, watch videos, listen to music or play games now rely on mobile devices to do it better, easier, faster, more portably and more conveniently. As a business owner it is now more critical than ever to understand this digital shift. However, it doesn't mean you need to do tons of research and become an expert on Mobile Marketing. That would be pretty inefficient, but you do need to be informed before making your decisions.

What Gives Mobile Devices That Edge?

Today's smart phones are driving the overall increased use of networked applications and Web content. What is it that has so greatly enhanced their appeal?

Service providers now bundle mobile devices with Internet access on faster 3G and 4G networks. Ongoing increases in the growth of public Wi-Fi spots makes it more practical to browse with a mobile device than using a laptop.

With GPS services, your phone knows where you are. Businesses can provide geo-targeted information, guiding users to local products and services.

Internet applications for mobile devices or "apps" allow you to customize a phone to your specific set of wants and needs. The last time I checked there were over 700,000 apps each for both the Android platform and the Apple platform.

In-phone cameras now enable you to make video calls in seconds, record videos, read QR codes and barcodes. The high quality of pictures you can take with your phone eliminates the need for a digital camera.

Capturing and sending media on a mobile device is much faster and easier than transferring images from a camera, or using a camera on a PC/laptop.

Phones are becoming the consumer's wallet and the retailer's storefront. Mobile access is being spurred on by the ease of e-commerce, featuring location-based services. Smart phones have made making purchases, reservations, and appointments incredibly easy and seamless.

How Do Mobile Devices Affect My Business?

Make no mistake: The world is turning mobile ... right now. Due to the staggering increase in mobile usage, most companies have already optimized their websites for smart phone and tablet users.

Mobile ad spending will become the leading form of Internet ad spending this year, and by 2015 it will be the No. 1 source of overall advertising spending. In most countries, at least 70 percent of the population operates a mobile device. As people get more comfortable searching and interacting on the go, the Internet's landscape is once again changing, and mobile marketing is certainly at the forefront.

While businesses have been quick to jump onto the mobile marketing bandwagon, not all their choices are positive. Here we offer some advice as well as some common mistakes we see:

The mobile version of your website should be more than just a shrunken version of what your site looks like on a desktop computer. The content, design and interface should be very simple, user-friendly, and attractive and must load quickly.

Many businesses continue to add content that is not mobile friendly. What you need to do is add engaging, relevant content (text, pictures, videos) that is easily downloadable and offers users a pleasant experience.

Mobile users become frustrated when information doesn't translate correctly on their specific device, so ensure you optimize your campaign for every medium, device, system and browser.

Many businesses will simply use a QR code to drive people back to their original website. This is another way to lose a potential customer. Instead, send users to mobile-friendly landing pages, informing them about specials and promotions. The key is to provide an experience which will hold their interest.

Next week: How to make your website mobile.

Jacob Myong is a WSI Internet Consultant who has worked in digital media for over 15 years. Email jacob@cdapress.com or call 208-416-5173.