The mobile web has garnered a lot of attention in the last year. It has evolved rapidly and changed dramatically. In a short period of time, it’s challenging the richness and immersive experience of native apps while offering an environment that permeates every aspect of a mobile strategy – from apps, to mobile ads, to SMS/MMS, QR codes, to mobile websites themselves.
The mobile web is not just your mobile website. That’s a part of it, but it’s much more. If used properly, mobile web can offer deeper reach to mobile consumers at each phase of the customer lifecycle, doing so within the context of the consumer interaction. The mobile web is not about sitemaps and wireframes. It’s more about your customer lifecycle and how customers move through it, leveraging the mobile web in a purposeful and relevant manner so it helps them (and helps you) every step of the way – from awareness to retention.