Promotional product distributors need to adapt their marketing and advertising strategy to a business arena in which internet activity on mobile devices is skyrocketing.

Have a Mobile-Friendly Website: Google has adapted its search algorithm to provide a rankings lift to mobile-optimized sites in mobile searches. It’s essential, then, to ensure you have a mobile-friendly version of your site. As importantly, being mobile-ready vastly increases the chances a mobile-browsing web visitor will remain on your website. Think about it: If your competitor has a site optimized for mobile and you don’t, who looks like the better business partner? Exactly. The buyer will be able to comfortably navigate the competitor’s site from her smart device; yours, not so much. Mark Goldman, cofounder and CEO of ZypMedia, says it’s wise to keep mobile sites clean and clutter-free. “The messaging has to be short and to the point,” Goldman says. While creating a mobile-friendly site may sound daunting, there are tools that can streamline the process. Learn more here http://abt.cm/1kggJul.

Optimize Your Emails & E-Newsletters for Mobile: In a massive study called the U.S. Consumer Device Preference Report, Movable Ink found that 68% of emails were opened on either a smartphone or tablet in 2015. iPhones alone accounted for 42% of email opens. If you’re marketing through email, be sure the content is mobile-friendly. Part of this includes reducing image file sizes and resizing images so they fit properly on a mobile screen. Also, email marketing firm Constant Contact advises that you avoid tiny fonts, be as concise as possible in content and design, and use a single column template.

Use Programmatic Advertising: “By 2019, it is estimated that 72% of all U.S. digital ad spend will be spent on mobile,” says Goldman. “In order to reach their desired customers and stay relevant, small businesses must take advantage of this trend by targeting the right audience at the right time on various mobile properties – apps, brand-name websites and even niche blogs.” Doing so starts with identifying prospect-rich audiences and advancing digital messages to them. That can get challenging, and you might want to consider working with a firm skilled in mobile marketing and advertising that can help you strategize and focus efforts.

Use Facebook & Google Advertising: Facebook and Google advertising can be powerful if used correctly. Part of using them smartly means targeting ads to mobile users, says Goldman.

Test Your Efforts: “Use tools like Google Analytics or Mixpanel to measure how people are reacting to your website,” says Goldman. “Continuously test different versions of your site or offers to see what’s resonating with your customers. Adjust your website and strategy accordingly.” Be sure to test the efficacy of your mobile advertising approach, too. “Compare results from your various advertising channels and make sure to optimize your campaigns and eliminate channels that are not working well,” says Goldman.