Create a mobile-optimized website
It is nearly impossible to create any kind of mobile marketing strategy without first having a website that's optimized for viewing on mobile devices. Subsequently, you'll be able to host mobile marketing campaigns on it.
For most companies, a mobile-optimized site has the same branding and layout as its regular website, designed in a way that makes it easier to view and navigate for smartphone users. As such, when you're on a good mobile site you may not even realize it—but when you visit a non-optimized site on your smartphone, it is strikingly obvious.
Going Mobile: Defining Strategy and Establishing Metrics
Date: August 28, 2012, 1:00–2:30 p.m. ET
If you have a mobile site, more people are likely to find and engage with you via their mobile devices. This has been the case for Indiana's Columbus Regional Hospital, which launched a mobile version of its website in October 2010. Since then, more than 13% of hospital website visitors are connecting with mobile devices.
"That number will continue to steadily increase as more and more people are using smartphones and tablets," Denise Glesing, director of planning and marketing for Columbus Regional Health, the hospital's parent organization, told The Republic. "The mobile website has been well received as people now expect a mobile version of a website when they access from their smartphones"
Compatible with iPhone, Android, and BlackBerry phones, the hospital's mobile site is currently a simplified version of its full-fledged website, but the hospital isn't stopping there. It is in the midst of a redesign that will retool the site to include more information about individual services and feature a new interface that will be easier to use.
Columbus Regional has the right idea—if your mobile site design or navigation are out of date, it's almost as bad as not having one at all. Plan to review and possibly update the site at least annually.