How to embrace mobile Web for maximum reach and sales

As smartphone adoption increases steadily and HTML5 expands the possibilities of the mobile Web, savvy marketers are embracing the mobile Internet for maximum brand reach and to drive sales in more ways than one.

For most brands and retailers, launching a mobile-optimized Web site featuring device detection should be step No. 1, because it is compatible with most phones. Search via the mobile Web is becoming more commonplace, and consumers searching for a particular brand using their handsets can be automatically redirected to the mobile-optimized version.

“Growing trends I’m seeing include continued increase in the number of users accessing the Internet via their mobile device as the dominant method of access, and continued growth in smartphone adoption, although the overall mobile handset units are growing as well,” said Steve Timpson, president of Siteminis Inc., Atlanta.

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