In 2009, an estimated 1.6bn users worldwide had mobile devices with internet access. According to Gartner, by 2013 there will be more internet-enabled mobile devices than computers in the world. Bursts in popularity of iPhone, Blackberry, and now Android smartphones have drastically increased the demand for mobile web browsing among consumers. Yet mobile websites are for the most part being overlooked by marketers, in favour of the enticing opportunities that exist with mobile apps. 

For most marketers and companies, mobile apps, in particular iPhone apps, seem like the perfect place to initiate brand integration into mobile – maximum traffic potential, quick turnaround for app development and a quick dip into mobile to see what works and what doesn’t. Riding on the hype of Apple can also be a bit of draw.

Cautionary warning
This approach, however, should come with a cautionary warning; launching a branded app is akin to launching software. Apps need support from marketing just like the product or service that the app is intended to promote. This is why, for most brands, a foray into mobile marketing should not focus solely on the release of a branded app, particularly when the opportunities in the mobile web are simple to execute and completely accessible to all mobile device users.

A carefully crafted mobile marketing strategy that pays special consideration to the concept of branded utility is critical to success in the mobile space. A sudden dive into mobile, void of an underlying strategy or understanding of the unique demands of the mobile consumer, carries the same danger as carelessly slapping together a marketing campaign. Consider the audience first; identify their needs from a content and features perspective, and determine what form of utility your brand can offer that at least loosely ties back to your product or service. Now consider whether or not your strategy can be accomplished through the mobile web browser; device-agnostic, reaching a broader audience, and without the added hurdle of a download and launch process.

First step
Heres why I believe the mobile web should be your first step in mobile, and you should avoid the temptation to release an app as a first mobile initiative. Companies are jumping into app development in droves – particularly for the iPhone. But without a broader marketing strategy, any buzz around your app will fall on deaf ears. If you have developed an app, but your desktop browser website has not been formatted for mobile, it is likely that your message and branding will never extend beyond that app. If no overall strategy for mobile integration and marketing is in place and being upheld, how will your app be found amongst the thousands in the app stores? Why will anyone buy it? Will they even use it? And if it offers a poor experience, be prepared for the ‘Use once and delete’ scenario.

With apps, you really only get one kick at the can, so it is crucial that you get it right the first time. With the mobile web, you can expect an ongoing and organic revision and optimization process based on analytics, just like the desktop browser web.

Tips to consider when planning a mobile web strategy:

• Consider a phased approach to mobile marketing in general. There are wide ranging opportunities, so set your priorities and plan accordingly.
• Consider the unique advantages to mobile marketing that include the ability to offer information to people while they are on the go.
• Aim for accessibility – make it easy to experience your mobile offerings, regardless of the device, since users have gone out of their way to find you.
• Usability is key – design specifically for your largest audience. If they are mostly iPhone users, start there and work backwards, but don’t make the mistake of designing only for the iPhone. New devices are launching at a rapid pace so plan ahead.
• Focus on branded utility. Consider what form of added value will enhance your consumer’s experience with the brand. Make that utility relevant to the products and services you offer, but be authentic and avoid pitching your wares at every opportunity.
• Pay attention to trends, in particular, the rise in location-based mobile web usage. Can you relate your product, service or brand with anything location-based that will be of use to consumers?
• Consider content that is time-aware, identifying your customers needs in real-time. If they are accessing your mobile website, they are likely task-driven, and not simply exploring the web as they might on the desktop browser. Offer them something that addresses this need.

Do it now
Don’t wait. The time for brands to consider the mobile web is now. Based on research, your audience will expect your brand to be well positioned in the mobile web space inside of three years. As a starting point, be aware that not everything on your desktop website will be relevant in the mobile web space. The numbers don’t lie. The most popular areas of your desktop website will likely be the most popular areas for mobile web browsing, so narrow it down and focus on these. However, also consider the content and functionality specific to mobile, and the importance of branded utility. Keep it simple and make it useful – your mobile website should offer a few key capabilities, with screen size, scrolling and interactive elements taken into account.

Brands need to consider the mobile space now. Growth in the smartphone market is rapid, both in terms of reach, and advancements in technology. While branded apps can, in some cases, create huge value if offering the right mix of features, in terms of mobile brand experience, it is the mobile web that is the low hanging fruit that brand marketers need to tackle first.

Stephen Beck, is founder and creative director of Engine Digital