All marketers know that mobile is hot and “gosh I better do something…” Unfortunately too many are too quick to jump on the iphone “app” tactic train.
While marketers are out kicking app tires, their brands mobile website sits neglected and is merely a mini version of their website. It is not optimized for mobile and so consumers on smart phones have to zoom in and around, tap or click and squint to use the site. Think about it, consumers have to suffer through design and IA that was intended for a 15 or 20inch screen all scrunched up on your mobile phone screen. A simple example, many restaurants and cafes offering free WIFI - their “connect and agree to terms” page is not mobile web optimized.
From Google Think Mobile this year in London, apparently 79% of Google’s largest advertisers don’t have a mobile optimized website (April 2011). Shocking when you think that mobile internet use consists for the most part of search, local, social, and augmenting shopping experiences.
So Optimize it. You want more motivation to optimize. I’ll bet your Google analytics report will provide some strong view counts coming from mobile - enough to justify doing some simple optimizing. It might not be as sexy as an iphone app but it is the right early mobile step to ensure a positive mobile brand touch point and experience for your customers.