With the rapid pace of change and availability of new marketplaces, the mobile web can provide a fabulous opportunity for businesses. Assessing this resource, and finding the best point of access can, however, be a daunting challenge. To ensure a success in this area it is imperative to have the correct advice when implementing a mobile web strategy.

Leading UK PHP and mobile web developers Inviqa, have produced a comprehensive mobile strategy guide that covers all aspects of getting started in this area.
These are some of the key points from their guidance:

It is an inarguable fact that the mobile revolution is changing the way people buy goods and services. Within the last decade the usage of phones and tablets has undergone a dramatic transformation and customers are now perfectly happy with an ever increasing range of devices to browse and buy. This fluctuating technological landscape has posed a considerable challenge for digital marketing.

Within the dynamic of this environment there are some factors that must be considered. Knowing how to use social media can provide a powerful tool in getting the right message out in the right format. Targeting the customer in their own locality has also proved an effective way of capturing market share. It is easy for promotional campaigns to get drowned out by the volume of media traffic. Analysis is the key to ensuring that the message makes its way consistently through.

It is not enough to simply reach customers. Understanding the platforms that they are using and how they behave on the web is also important. In order to do this it is essential to engage in the dialogue that they are having via the web. Measuring the ROI across a variety of formats can give a clear indication of the best way to access a customer group.

The fastest growing sector of the mobile web is the app market and on first glance this may seem like a ‘must have' element of any mobile web strategy. While apps may help to capture some of those customers on the move, they are not a complete web solution, and without a fully functioning web presence, they can be relatively ineffective. Before delving in with an app, or a website, it is best practice to have a clear mobile strategy in place.

One of the advantages of the advances in this technology is that there are plenty of tools available to help to get the best out of the mobile web. It is possible to make good use of products like the GoMoMeter, which is a freebie from Google. This shows how a site appears on mobile devices and gives helpful recommendations. For email there are plenty of free solutions that will help to reduce file sizes, provide templates and preview messages on various devices.

For marketing campaigns and performance analysis, there are a vast array of services to choose from. Selecting the most effective solution depends on what is required and can be a difficult task in itself. The best advice is to trial some solutions and measure their performances before committing or investing.

An effective mobile web strategy needs to have a clear, predefined checklist. Once this is in place it is possible to make the most of the superb opportunities that are on hand.