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Don’t have a mobile Web strategy? It is time to get one

Posted by TeamITI on February 23, 2009

chess1A significant and growing share of the public is using a new Web browser: the cell phone. Unfortunately, it’s likely that your Web site isn’t compatible. Even if you’re not officially conducting mobile marketing, people are trying to view your Web site via mobile devices ranging from simple flip phones to sophisticated handsets like the iPhone and BlackBerry. Not only does your current Web site fail to display properly, it doesn’t easily provide what these prospective customers are seeking.

Millions of consumers are using the mobile Web (browsing the Web on their cell phones), and usage is steadily growing. After learning to e-mail on their phones, people graduate to performing searches on Google and then it’s on to the rest of the Web. Now that most corporate decision makers read their e-mail on cell phones, your Web site is one cell phone click away. Plus, mobile search is the most popular activity on the mobile Web. Wouldn’t you like to know what these consumers see when they click your link on an e-mail or on Google using their Flip phone, Blackberry or iPhone? If your site is like most, they’re not seeing much at all.

The problem is, even the largest mobile browser is tiny compared to a PC monitor. And more important, mobile users are on the go. In that context, people are not comfortably surfing with keyboard, mouse, monitor and the time to explore. The most popular pages on a mobile site are the “locations page” and the “scheduled events” page. Take a look at your Web site to find your business location and upcoming events — on many Web sites, these pages are linked in the site’s footer, the last thing on the page.

Despite some wishful thinking on the part of Web site owners, mobile browsers are not destined to adapt to your Web site now or in the future — the physical and contextual gulf is too wide. To make the most of the small screen and an audience that craves timely, useful info, your Web site is going to have to adapt to mobile browsers.

Source: Philadelphia Business Journal

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