Advances in wireless devices, coupled with the relatively cheap and easy access to mobile broadband, portend major changes in how consumers interact with content. As mobile phones get smarter, people are using them less to make calls and more to text, shop, read news, play games, engage with social networks and perform routine tasks.

As devices get smarter, consumers are using them as mini-computers to do everything from reading news to personal banking to shopping. In turn, marketers need to deliver rich experiences to engage these users, applying best practices from their desktop delivery arsenal where it makes sense. Some of the desktop practices that translate well to mobile include full-screen viewing for images and video and larger text and buttons. No matter the industry, a richer experience will lead to greater interaction and engagement. Clean graphical interfaces with minimal clutter optimized for touchscreen interactions are a must. Above all, make it easy for consumers to interact with your brand; when they’re on the go, users want information quickly with minimal fuss.

To maximize reach, invest in a mobile-optimized web experience and look beyond a single device. There is no one-size-fits-all approach in mobile, especially given the industry’s proliferation of devices and operating systems.