It’s 2012 - five years after the iPhone arguably freed mobile phones from the carrier constraints of proprietary software, smartphones have captured our imagination and our attention. According to a study by Google and market research firms Ipsos and Sterling, 38% of our daily media interactions happen on our smartphones.

The natural accessibility of our smartphones - their compact size and a practical usefulness that rivals a Swiss army knife - also lends itself, apparently, to us acting on the spur of the moment. A head-turning 81% of mobile shopping is caused by spontaneous urges. That’s not a number you can sweep under the rug and pretend doesn’t matter.

If you’re in the business of business, this means mobile marketing should be a growing, if not high-level, priority. Marketing that understands where your customers are and how they respond will yield the highest returns. To find that sweet spot, you should test multiple channels and then target your audience to deliver messages that they are relevant to them.

Just remember, 81%!