According to research from SEMPO, more than 64 million US wireless subscribers surfed the mobile Internet in May 2009—almost twice as many as in the previous year. That accounts for more than 20% of the total US population, 28% of US wireless subscribers, and more than 40% of desktop Internet users. And usage has only expanded since then.

So, how can marketers best take advantage of this exploding medium? Search Engine Land reported on SEMPO's suggestions:

• Create usable content designed around the specific wants, needs and usage patterns of mobile consumers.
• Redirect users to that content via SEO and paid search efforts calibrated to the smaller-screen real estate available on mobile devices.
• Remember that mobile is about location—specifically, where the mobile user is at any given moment. Take into account the specific behaviors and needs that accompany on-the-go Internet access when crafting advertising messages.
• Develop versions of your desktop Web content synthesized specifically for the wants and needs of the mobile user.
• Segment by demographics and mobile-device traffic. Mobile is not a one-size-fits-all proposition.

As SEMPO puts it, the real-time context of mobile Web usage coupled with the enhanced behavioral, demographic and geo-targeting capabilities of wireless devices make the medium a search-marketer's dream come true. All aboard for dreamland! 

The Po!nt: Dial in. If you haven't already done so, now's the time to craft cool search campaigns aimed at the booming population of mobile users. Tap tips like these for help, and get creative!   

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