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BizReport : Mobile Marketing : June 11, 2012

IAB initiative encourages business to 'Tap into Mobile'

Unless you've been living under a rock, you'll know that mobile is emerging as a powerful business tool. The Interactive Advertising Bureau (IAB) certainly recognizes the need for mobile and has launched a program to help businesses create a more mobile-friendly presence.

by Helen Leggatt

iab.gifThe IAB wants more businesses to provide mobile-friendly experiences. Incredibly, less than half (45%) of Fortune 500 businesses currently have a mobile-optimized website.

"The fact that almost half of the Fortune 500 don't have mobile-focused sites, points to a critical disconnect - and considering these are major corporations, we can only imagine how many smaller businesses are in dire need of a mobile upgrade," said Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB.

To this end, the IAB has launched a program, "Tap into Mobile", to provide businesses with the tools and resources needed to make their websites more mobile-friendly.

The website allows businesses to analyze how mobile users view their websites and a series of questions forces users to stop and think about mobile design elements. "Tap into Mobile" also offers guidelines, case studies and best practices along with a directory of mobile developers and agencies.

"'Tap into Mobile' is a timely initiative aimed at helping companies achieve the level of sophistication necessary for improving their online brand reputation and customer loyalty in the age of mobile," said Bager.

GoMo-UK-desktop-Logo2.pngEarlier this year, GetMo, a Google-led campaign to help British businesses go mobile, was launched in the UK. On the GetMo website, businesses can see how their websites look on a mobile device using the GetMoMeter tool and get personalized recommendations for creating a more mobile-friendly experience. The site also has information on current mobile trends and mobile website best practices.

Tags: brand marketing, mobile marketing, mobile optimization, mobile website, website design

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