Interestingly, it's actually the Android that has taken the most market share amongst recent smartphone purchases, but whatever the device of choice, as many as 1 in 4 people can now do their emailing, socialising & surfing whilst on the move. Websites that are designed for mobile devices are therefore increasingly important, and should certainly be a key consideration in the overall Digital Marketing mix for any business.
The way we view and interact with websites on mobile devices will always be slightly different than on a PC or laptop, so websites for mobiles need to have specific functionality requirements. Or of course there's also the App option - many businesses are developing their own apps where users can download information or other otherwise interact with the business.
Mobile marketing is less about high-end graphics and impressive widgets, since users primarily want to find quick information, do price comparisons and make speedy decisions. A common misconception is that only big companies have the budget or the will to invest in mobile marketing. However, given Google's clear direction towards "local search", and the prominence of Google Places even on mobile devices, there is a huge opportunity for every small, local business to exploit mobile marketing.
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