Introduction
Small screen sizes, slow downloading times, and incompatibility of Internet content with mobile devices have kept the Mobile Web out of the marketing spotlight - until now.
With the introduction of the iPhone and its ability to display the Web in a more viewer-friendly format, marketers are realizing the potential of reaching audiences through cell phones and other portable small-screen devices.
With an improved Mobile Network on the horizon, the number of users searching the Web from their mobile devices is expected to nearly quadruple by the year 2011, according to a recent eMarketer report. The global reality is that the phone may be the most common if not the only Web access many people have.
By optimizing your Web site now for Mobile Web viewers, you can ensure higher visibility and a wider audience.
The Definition
Mobile Web Optimization refers to the process of making your current Web site as friendly, easy, and convenient for the Mobile Web user as for a user at a desktop device. This process may involve creating a version of your Web site especially for the Mobile Web. The Explanation
Before beginning this process, it's critical to note the
two key advantages of this contemporary media.
- First, the Mobile Web is readily available. Personal computers usually get turned off and left alone, and laptops get stored in their cases when work is finished. However, cell phone users typically take their cell phones with them everywhere during the day and keep them within arm's reach at night. This makes Mobile Web optimization more critical.
Advantage: more frequent communication with your consumers.
- Second, cell phones are incredibly personal, not being shared with multiple owners. This makes Mobile Web tracking more detailed.
Advantage: more targeted communication with each user.
Both of these advantages mean improved communication with your consumers when you plan accordingly.
The Strategy
Planning ahead and researching available information are the best ways to take advantage of these opportunities and get ahead of the game. While there's not a whole lot of information widely available yet, the
W3C Web Initiative is a good place to start your research. The goal of this Initiative is to standardize Internet data formats to make more information accessible to most mobile devices.
Another aspect of Mobile Web Optimization is Mobile Search Optimization, which will be featured in next month's Wire article.
