They call them Millennials. The biggest generation since the Baby Boomers. And they’re changing … well, they’re changing just about everything. And that includes how people get information; “Generation M” doesn’t just stand for millennial – it stands for mobile. Look at every statistic, like these from a recent presentation by Business Insider’s Henry Blodget.

PC sales are leveling off, but smartphones and tablet sales are exploding. It’s said that in three years’ time, mobile will outpace desktop internet usage.

Here’s the thing. Generation M is your audience. If it’s not now, it should be. B2B and B2C companies alike need to aim messaging at this literal moving target. Getting placement in a newspaper or the TV news isn’t going to reach Generation M because they’re not there.

Don’t take my word for it. Walk down a street in any city and you’ll see countless people holding smartphones in their hands. What’s a more ideal position than the palm? Of course, it’s your business that is in the palm of their hand; in the preference marketing era, the buyer has control.

Do you want to know what the vast majority of people are doing online? They’re consuming content. According to comScore MobiLens, year over year growth from 2010 to 2011 has jumped 75% in the general reference category of mobile internet usage.

Your primary task, then, is to find and keep Generation M. Help them find you. Engage them. Hold them close.

By creating quality content that speaks to their needs, you capture their minds and hearts. Over time, readers become loyal customers, reaching out to you as a trusted and valuable reference source.

Don’t get caught catching up to the tail end of the race. Be at the content generation starting gate and keep your place at the forefront.