In 2011, mobile devices outsold desktops for the first time. A study by IDC says that 87% of connected devices sold will be smartphones and tablets by 2017. Mobile has been growing for a while, but the continuing migration will entice marketers to make it a larger part of their multichannel strategies, or to add it if they weren’t using it before.
For some companies, this means developing mobile browser apps or making their websites more usable on smartphone and tablet screens. Others will increase their mobile ad spend. In response to the coming demand, Google now offers Enhanced Adwords, which has helped some companies increase their CPCs by as much as 30%.