Mobile internet use is expected to surpass fixed internet use by 2014. Some of us are aware of how staggering that is; others may need a little extra explanation. Consider that there are currently more than 1 billion smartphones in use worldwide; now add in the data showing that those users are performing one half of all local searches using those devices. See where this is going? If you do not have a plan in place for mobile and social, your business is already behind the curve.

It may seem obvious, but there is a reason that billboards are along the roadways and not out in a pasture somewhere. For much the same reason, you must position your business online where people are looking.

When consumers are searching locally for retail outlets, coupons, restaurants and more, they are often already on the go. They want to find exactly what they need quickly and easily. This means that if they come across a site that has to be resized and continuously scrolled to find what they are looking for, they will simply move on to the next one.

A mobile site is more than just a scaled down version of your current website. Mobile sites require careful planning to include all of the information that your customers want and nothing that they do not. A mobile site must direct users quickly and efficiently to this pertinent information.

Mobile sites are also a great way to market promotions. Mobile users respond very well to electronic coupons and coded coupons are a great way to track the effectiveness of your mobile marketing plan. Mobile promotions are also a great way to connect with your customers through social media.

Mobile websites and social media channels are true soul mates (cue the music…”finally I found you…”). More than 90% of mobile internet use is spent socializing. Pairing your new mobile site with a well-crafted social media campaign fuels your company’s mobile presence. However, customers do not want spammy promotional messages sent to them via social media. The key is genuine involvement in local and global conversations. The magic of mobile and social is that your business has the opportunity to connect with customers, and thereby they learn to trust your company and your products or services.