By: Daniel Sweeney On: September 04, 2012 In: Advertising & Marketing Comments: 0

According to a March 2012 Nielsen report, more than 50% of U.S. consumers are now using smartphones. With  statistics like this, it’s easy to understand why the shift to the second-screen is a hot topic among advertisers and marketers. Mashable goes so far as to call the second-screen and mobile devices the “Marketer’s Holy Grail.”

Second-screen innovation naturally promotes a higher level of engagement, encouraging users to interact with brands via exclusive content or media. And many advertisers and media agencies know the value of that engagement — not to mention companies looking to raise brand awareness or drive sales. Mashable, June 28

Just in traveling this past weekend alone I used mobile apps to check into my flight, reserve a rental car,  check a restaurant’s menu, map a route to said restaurant and compare retail prices with those online.

While cost obviously has a greater influence on my decision when it comes to an airplane ticket or a car rental, mobile accessibility is something I certainly take into consideration on most purchases. For me, a company with an accessible mobile site and helpful app is much more likely to stay top of mind than a competitor without the two.

Falling in line with social media mobile advertising, mobile-friendly web design and a smartphone app are becoming equally as critical to a business’s success in 2012. As smartphones’ market share continues to climb, mobile browsing has also increased at a incredible rate – a 1000% boost from Feb. 2009 to Aug. 2011.

In the digital, on-the-go age of smartphones and tablets, advertisers and marketers have more avenues than ever before by which to engage their respective target audiences.

The key to maximizing these opportunities is taking into account things like Flash and navigation when developing a mobile-friendly site and generating compelling, valuable content for any mobile app or site.

(H/T KISSmetrics, Mashable, TechCrunch)