Let’s face it: the mobile device is our new lifeline. We depend on it to digitally function, be connected and build relationships. It’s the first thing we pick up in the morning and the last thing we put down before we close our eyes for slumber. In fact, Cisco reports that by the end of the year there will be more mobile devices on earth than people. So, as marketers, it’s critical that we adapt our business landscape to ensure our website is mobile-ready so brands can effectively drive traffic to their site, reduce bounce rate and increase clickthroughs. Here are four powerful reasons your mobile device is changing the face of marketing:

The Customer’s Path to Purchase is Mobile

Know your audience and cater to their needs. This includes understanding your customers’ path to purchase as it has changed. The average consumer now establishes their own dynamic path to purchase, often using a channel that is more convenient for them. More often than not that purchasing channel is through a mobile device. In fact, a recent Nielsen report confirms that over 91% of adults always have their mobile phone within arm’s reach. Consequently, many companies do not take the time to integrate a mobile strategy within their marketing plan. This leaves potential prospects and existing customers unable to digitally connect with your brand.