It’s not too late to invest in mobile technology. Consumers are spending more than three hours a day on their smartphones, using their mobile devices as they shop in-store and to make purchases online.

To ensure the long-term viability of a business, proprietors must incorporate mobile commerce into their business models. Millennials - an ever-important under-35 age demographic that will soon be bigger than Baby Boomer consumers - engage with their smartphones for every possible item in their life.

From digital deals to mobile apps, today's mobile consumer is more tech-savvy than any other generation of shopper, and this is where mobile marketing is key. If a business isn't actively mobile then it could be foregoing increased revenue opportunities.

According to an infographic produced by Web.com, 84 percent of businesses experienced a boost in sales when they improved upon their mobile marketing efforts, while more than two-thirds (69 percent) of enterprises concurred mobile marketing is imperative to the growth of any small business within the next five years.

In the current marketplace, businesses have to innovate and keep up with the changing times.

If you're unsure where to begin then here are four measures to ensure going mobile improves business:

Mobile-Friendly Website

It was reported late last year that a majority of smartphone owners have come across at least one website that was not mobile-friendly. This can immediately deter a potential customer from visiting your brand ever again. To offer products and services online, your business website must be mobile-friendly and be viewable on any smartphone, tablet or other mobile device.

Here are three considerations to designing a mobile-friendly website:

• Simplicity: Streamline your content so that on-the-go consumers aren’t wading through useless information.
• Design: Use a responsive website that looks great and is usable on any desktop or mobile device.
• Speed: Use CSS3 and HTML5 to speed up your mobile and desktop website.

Mobile SEO

Businesses and website owners realize that search engine optimization is the key to being found on the Internet. Now this is being transitioned into mobile Internet. Mobile SEO is crucial to being located by customers as studies find that smartphone owners try to find local results when performing mobile searches. If a consumer is looking for a flower shop in your vicinity then they will hopefully find your store.

Sign up for Google My Business and other popular search engines and local business directories.

Mobile Marketing

Recent studies suggest that mobile marketing is transforming into nearly a $1 billion industry, while mobile advertising is outpacing any other type of marketing scheme out there. Even click-through rates perform better on smartphones and tablets than a desktop or laptop.

What does this mean for you? You have to start investing in mobile marketing to get more eyeballs to your products or services. There are various mobile marketing methods available, including email marketing, apps, location-based marketing, mobile banner ads, multi-media message service and quick-response barcodes (QR Codes).

Mobile Payments

From credit cards to digital currency, from Apple Pay to PayPal, stores should offer their customers an array of mobile payment options. Consumers are utilizing their smartphones to pay for everything including coffee, clothing, gasoline and movie tickets. Most consumers expect alternative and mobile forms of payment.

Your business can also consider mobile payment solutions like PAYware Mobile by VeriFone, which is offered to merchants. This mobile payment solution is available for Apple, Android and BlackBerry mobile devices. It accepts credit card and signature-based debit card transactions, while also providing real-time reporting with in-depth details of transactions and searches.

When you initiate this mobile adoption process, you have to make sure there is complete collaboration between the concept designers and developers, which is identified as the User Interface (UI) Gap. A lack of communication could hinder the success of your mobile applications.

"To ensure mobile app success, businesses should take a holistic approach to mobile app development," said Dave Shirk, executive vice president and chief marketing officer of Kony Inc., in a press release statement. "In the world of mobile, the software development lifecycle needs to begin with design. Mobile app design is often overlooked in the development process, but companies are finding that most mobile apps fail because of lack of user adoption caused by poor design and experience."

Indeed, going mobile requires an investment and a merchant cash advance can pay plenty of returns in the future. To learn more about a merchant cash advance, which can help a company obtain that necessary funding to make these types of investments.

Going mobile is just one closer step to higher revenues and serving future generations.