Though more consumers are using smartphones than ever before, advertisers aren’t allocating much money to reach them.

SEMPO and Econsultancy have now released the results of a study that they have conducted to better understand mobile marketing from the perspective of companies when compared to the increased use of smartphones and tablets by consumers.

The research was able to come up with a considerable amount of insight regarding digital ads and promotions.

When it came to the impact of the various trends and technologies it was the use of smartphones and tablets that took the cake in terms of affecting SEO, paid search, display advertising, email marketing, and social media marketing. Mobile marketing clearly has a very important role to play according to the opinions of the company respondents to this survey. They stated that they feel that the increased use of these devices by consumers is significant or highly significant in the context of the marketing and advertising efforts that those businesses were making.

This insight could be defining when it comes to the development of future online and mobile marketing campaigns.

In fact, the companies put the use of smartphones and tablets ahead of the Enhanced Campaigns from Google and the changes that were made to AdWords as well the integration with social media when it came to the impact that was made to the overall marketing efforts. Among the respondents, 49 percent said that the use of the devices by consumers was highly significant. Comparatively, the changes made by Google were deemed highly significant by 33 percent.

When it came to the impact of the use of mobile devices by consumers on paid search efforts, 55 percent of the respondents said that it was highly significant, while 38 percent said that it was significant.

The only area in which the ownership of smartphones and tablets by consumers was not seen as having a considerable impact was in the area of search engine optimization (SEO). Although the “not provided” keyword data was considered to be highly significant by over half (52 percent) of the survey respondents.

Clearly, the use of these devices will have companies looking into mobile marketing trends and techniques in order to be able to keep up with the impact that the gadgets are having on current campaigns and efforts.

The handset maker isn’t about to be left behind in this massive wearable technology trend.

Motorola is now planning to leap right back into the wearable tech market, as it plans to launch its own smartwatches later on in 2014, according to an announcement that was made by Rick Osterloh, the company’s senior vice president.

This particular device is being designed to meet the needs that consumers have already expressed that they have.

According to Osterloh, the smartwatches that Motorola will be launching will have taken into account “consumer issues like style and battery life.” So far, those are both areas where companies have been struggling to keep up with the expectations that consumers have regarding these devices and their willingness to pay rather high price tags in order to obtain them. The announcement was made in Barcelona at the Mobile World Congress, during a panel discussion.

These new smartwatches will not be the first time that Motorola has attempted to sell wearable technology.

That said, it is certain that Motorola is hoping that its future attempts with wearables will be far more successful than its previous ones. The MotoACTV was one of the last mobile devices that Motorola had launched that could be worn by the owner. It was an activity tracker that simply never caught on because of its weak battery life and its lack of visual appeal and style. Though the company had previously stepped back from this area, it is clear that it did not fail to closely examine the experience and to attempt to learn from its mistakes.

That said, it won’t be until the actual launch of the devices that the company will actually be able to prove whether or not it has managed to overcome the obstacles that held it back in the first place. Osterloh did not offer any additional details regarding the products themselves, nor anything that the consumer can expect from the release, such as price or the actual date that they will hit the shelves. However, he did point out that the company feels that this will be a very important area for its future.

This does not come as a surprise as wearable technology such as smartwatches is one of the hottest tech segments at the moment. In the middle of the spotlight, right now, are the Galaxy Gear devices from Samsung, as well as Pebble. That said, Apple is expected to come out with an iWatch at some point in the near future – if rumors are to be believed – and it shouldn’t be long before Google releases its own wearable that will have been manufactured by LG.