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Does your business have a mobile site that is designed with your mobile customer in mind? Is it a branded, usable, engaging experience?

If the answer is no, or if you're not sure, you are not alone. According to Google, four out of five websites are not optimized for mobile consumption, and the bounce rates of such sites are typically over 80%.

If your site isn't mobile friendly now, it's time to make it so. People love the mobile Web. Nearly three-quarters of smartphone owners access emails, and subsequently link to content, via their devices. And many of them like to shop using their smartphones, prompted by fellow users with whom they interact by phone while shopping.

Such mobile interactions push the user through to a website, and if that site isn't optimized for mobile, then the opportunity to engage with that consumer is lost. Consider that 50% of users abandon a page if it hasn't loaded within 10 seconds, and three out of five of those users never return.

You can't afford to lose that many potential customers. And marketers now realize the enormity of this new channel's potential for their business, but few have the knowledge of "how to mobilize." So, I am glad to share with you some key steps to implementing a successful mobile Web strategy.

1. Understand the mobile consumer

Do some market research on mobile consumers. What information are they looking for, what are their specific habits and interests, what do they want to find out or do, what triggers them to do so, and where and when are they doing it?

Understand that people always have their mobile on and to hand. That personal relationship with a mobile device is what makes the mobile Web so powerful. Mobile consumers are using their phones for instant interaction with brands. This is great for you because if they see your ad campaign in print or TV, they want instant engagement and will reach for their mobile phone.

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ABOUT THE AUTHOR
Anne Thomas is chief operating officer and cofounder at Wapple Ltd., a mobile Web agency offering mobile marketing, design, and consultation. Anne has been a mobile Web pioneer for the past decade and understands the mobile Web from all angles: consumers to devices, marketers to developers, small and midsize enterprises to big brands. Reach her via Twitter.