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Mobile Marketing must be an integral part of every business’ marketing plans. Consumers are ahead of their current marketing methods in terms of how they use their mobile devices, smartphones and tablets.  Since we live in a multi-screen, connected world where context and location drive our device choices, businesses must be present when prospects and customers seek them on their smartphones and tablets.

Mobile usage is made for interactivity whether it’s a phone call, text, purchase or game. It’s up to businesses to maximize these opportunities by responding to their customers’ needs.

Over the course of the next week we will offer up seven actionable mobile marketing tips business owners can take to tap into this lucrative and ever growing marketplace:

Tip 1: Know what you want your mobile prospects or customers to do next. You must determine what your business goals are and how your mobile marketing strategy fits into the plan. This enables you to determine your prospects’ path to, through and from your mobile site as well as the appropriate metrics to track your mobile marketing results. This is important whether you’re creating a mobile website, app, video or advertisement.

Tip 2: Develop mobile content that enhances your product. To this end, determine what information creates value for your prospects and customers; meets their needs or improves their lives. For example, Zyrtec, an allergy medicine, created an on-going mobile utility that gives consumers information about the pollen count. Think weather report for allergies. To-date, Zyrtec has about 300,000 registrants.

Tip 3: Focus on the one or two things for which mobile users will use your site. Understand that smartphone activity is often content snacking done in short bursts of available time. Therefore you must streamline your mobile site to fulfill these needs with an easy-to-use experience.

Tip 4: Tell stories that hook your viewers and set up the action. Like other forms of content, stories pull your audience in. This is particularly important on emerging formats like Twitter’s Vine where the video quality is less than optimal.

Tip 5: Craft videos to ensure viewers see at least half of your content. Understand that 25% of YouTube video is viewed on a mobile device. Further, 40-60% of mobile viewers abandon the video at some point. These viewers have seen roughly 30-80% the video. While you can entice video viewers to click off of your content at any point, you must consider how much of your video the average viewer sees. If you want viewers to click out to other content, use a shorter video so that you retain the search benefit from the video.

Tip 6: Create content that works within bandwidth limitations. You can have the best mobile content, app or video but if your prospective consumers can’t access it due to poor WiFi or expensive, limited data plans, it’s worthless.

Tip 7:  Measure more than the mobile impressions. Mobile often causes marketers a headache when it comes to showing the value of having a mobile presence and related, integrated marketing to business owners. By taking a broader, longer view of mobile’s contribution, Tim Reis of Google states that mobile has transformed direct response marketing. Business owners must track the mobile impact in terms of mobile website, apps, in-store activity, cross device use and calls.