Mobile marketing really does get everywhere. Even the smallest local businesses are having to think about trying mobile messaging and loyalty programmes, and – to quote many a US conspiracy theorist – it goes all the way to the White House.

The White House has seen mobile visits to its site triple over the past two years, to account 15 per cent of all traffic – and so its relaunching its entire mobile offering, from its mobile-optimised site to its iOS and Android apps.

The updated apps include live video streams of White House events, along with archived videos and images, as well as news content and social media integration, with Facebook and Twitter.

“WhiteHouse.gov has been an important part of President Obamas effort to open the White House up to the American people over the past three years, providing an unprecedented level of access,” said Peter Welsch, the White Houses online platform deputy director, in a blog post. “This past spring, when he announced his initiative requiring that key government services be made available via mobile devices within 12 months, President Obama noted that, Americans deserve a government that works for them anytime, anywhere, and on any device. As WhiteHouse.gov helps the President meet his own commitment to open up the Peoples House, mobile will play an increasingly important role.”