This is the year of mobile, the experts tell us. Actually, they’ve been telling us that for the last five years, but this time they really mean it. And this time they may be right.

The iPhone and Android have changed things dramatically. Reliance on smartphones in general is altering the way people do business and live their lives.

That’s especially true for young people, of course, who seem to spend every waking moment talking, texting, surfing on their mobile phones.

So it’s time to get serious about your mobile marketing, says strategist Tony Felice. He offers some suggestions:

- It’s not enough that your website is accessible on a mobile device, it has to offer the best user experience. Design a simple site structure with clear navigation. Keep the content short, clean and easy to read on a small screen.

- Mobile users often want quick access to specific information — such as phone numbers, driving directions, lists of campus events — so make sure those are available in as few clicks as possible.

- The most popular search engines all have mobile equivalents these days. To make it easier for users to find you, let these engines know you’re ready to receive mobile traffic by explicitly submitting your site to the mobile search engines as well.

In addition to optimizing your website for mobile use, consider taking advantage of the all-powerful app. Some admissions offices have begun using branded applications that enable prospective students to stay in touch with the school — including upcoming events, new videos, and blog posts from current students.

See what Albright College is doing.

Read “Essentials for the mobile marketing newbie” by Tony Felice.