Did you just download your one-thousandth iPhone application? Maybe you checked the score of tonight’s game before dinner? As those who have embraced recent progress in communication technology, we can all admit to at least a slight attachment to our mobile device. Lately, with new features, options, and apps being added almost daily, we can do virtually anything on our phones. Today’s cell phones have Internet access comparable to computers, with the additional benefit of supreme portability; which provide users the ability to perform web searches anytime, anywhere. ComScore notes that 32% of Americans have used their mobile devices to go online, providing a great marketing opportunity for any firm that is ready to conquer the mobile world. Staying ahead of the trends will allow your company to capitalize on new marketing opportunities and provide new avenues for online visibility. Consider the following questions:

Is your site designed for mobile users?
Many sites don’t transition well on mobile devices. Some of the problems include long load times, incompatible content, and cumbersome navigation. In addition, mobile devices typically handle Flash content poorly, or not at all. To create a positive customer experience, consider making adjustments to create a mobile website version that will satisfy your customers’ searching desires.

Are you taking advantage of an e-commerce opportunity?
Buzz City reports the most requested feature for mobile commerce (at 34%) was the ability to pay bills and make purchase transactions. Recently, NY Times, reported on Amazon’s Mobile Payments Service, which allows users to make one-time payments, one-click purchases, and get refunds or cancel transactions. Amazon understands the importance of embracing new technological developments to improve their customer experience and increase sales opportunities, now it’s time for your company to do the same.

How should your mobile site be presented?
There isn’t just one approach to your mobile presence. Your approach should differ greatly depending on your targeted audience and product offering. The following are common approaches:

Option 1
Take your home website and create a mobile version that includes the features that make your website attractive, but in a scaled down version. The mobile user will experience the same functionality, features, and navigation; therefore enhancing the user experience. This approach is excellent for companies whose targeted audience is online and active.

Option 2
Create a site with only your company’s basic contact information. When a mobile user is detected the site is activated; however, it also gives the viewer an option to be taken to the full version of the website. This is a good approach for businesses whose website offers resources and information rather than the opportunity to purchase or showcase specific products.

Option 3
Target your information towards a specific product offering. For example, your company might be focusing on a new product or has a specific feature that could be attractive to mobile users; in this case, this is the option for you. This is fabulous for the marketing team that wants an innovative and creative approach to mobile marketing.