Our mobile devices are more central to our lives than ever before. We send texts, check emails, take photos, surf the web, use GPS navigation, watch movies, and so much more. We’re all but glued to our devices.

So what does this mean for you, an Internet marketer or small business owner? It means you need to stay up-to-date with the latest mobile marketing trends so you can craft the best mobile marketing strategy possible. Like always, a responsive website is an absolute must, but beyond that the five mobile marketing trends discussed below should be strongly considered when crafting your 2016 marketing campaign.

1. Mobile Payment

Mobile payment is on the rise. It’s estimated to make up over 50 percent of all digital ecommerce revenue in the United States by 2016. With platforms such as Apple Pay, Google’s Android Pay, and Samsung Pay already in the picture, it isn’t a stretch to predict that mobile payment will soon become the standard payment option.

There have been other changes that have already increased the future popularity of mobile payment. Case in point, many of 2016’s smartphones are coming stock with mobile wallets. In addition, merchants across the country are beginning to make the switch from swipe-and-sign to chip-and-pin payment terminals, a change that makes these machines compatible with smartphones.

2. App Indexing and Deep Links

In 2015, Google announced that people in the United States used Google search more often on their mobile devices than on their traditional computers.

To stay ahead of the game, Google started indexing apps in 2013. But 2016 brings even bigger changes to their app indexing efforts. Their new Google search algorithm is more mobile-friendly than ever before. Indexed apps now show up more prominently in mobile searches.

Deep links from within these indexed apps are also more important. To ensure your app is discoverable and engaging, you’ll have to start indexing your app and associated content with deep links. Bing, Apple, and Facebook are starting to implement and encourage app indexing as well.

3. Purchasing Through Social Media

Facebook, Twitter, Instagram, and other social media platforms have long influenced online purchases. They are also extremely popular. Yet despite the fact that people check for sales, compare prices, and read product reviews on these mobile apps, they still turn to their traditional computers for the final purchase.

The logical next step is to make purchasing through a mobile app more seamless. The audience is already there and brands are starting to take advantage. What we’re saying is that you can expect both social media platforms and the brands that use them to perfect their mobile ecommerce features throughout 2016.

4. Snapchat Marketing

Although Snapchat is relatively unknown compared to Facebook, Twitter, and Instagram, it has a growing audience of millennials, those users between the ages of 18 and 29. And to market directly to these young users, Snapchat recently rolled out its “Discover” feature, basically a version of the app specifically designed for companies.

Many major brands in the United States now use Snapchat on a regular basis. ESPN, CNN, and Food Network are just a few. Snapchat videos now receive around the same number of views per day as Facebook videos (roughly 4 billion views) so it makes sense big companies want a slice of the pie. While “Discover” is currently geared towards major brands (it costs up to $700,000 a day for ads), they’re looking to make the platform more viable for advertising by small businesses in 2016.

5. Apps Outpace Mobile Websites

The numbers already show that mobile apps will rival mobile websites in 2016. Over 75 percent of users already spend the majority of their mobile device use time on apps.

The reasons for this are the convenience of mobile apps and their ease of use. All in all, mobile apps are made specifically for mobile phones (unlike mobile websites) so they tend to look better and render correctly.

Mobile Marketing is a Must

Mobile marketing is a must in 2016 and beyond. No matter the size of your business, you should take the trends discussed above into account when developing your 2016 marketing campaign.