Marketing never ceases to exist. Therefore, we must constantly look for ways to reach our target markets. The basics of advertising tell us to be apparent where and when our customers will notice.

We must modify ourselves with the times. Today, many people rely on cellular phones. In the beginning, mobile phones were a convenient, remote extension of the capabilities house lines afforded. Eventually, technology improved, the Web became a part of our everyday lives, and cell phones became equipped with Internet connection.

As a consequence of the union, mobile marketing was born. We not only plan for computers to feature our Web sites, but in addition, we now realize our sites can be viewed via mobile phones. This means when considering Web site design, we must keep mobile browsers in mind.

The following article offers tips regarding designing your site so it is not only appealing to browsers accessing from a conventional computer, but also from a mobile phone device. Consider the following insights.

The computer language of your site

Wireless Markup Language (WML) is an older language that has become almost obsolete due to advanced technologies. It may be wise to bypass consideration of WML unless you have a large market located in developing nations. Many older phones are dependent on WML, so that is a point to retain.

Many sites utilize XHTML. Most current phones are compatible with XHTML, which comes in two forms: one for desktops and one for mobile phones (XHTML-MP). The latter is situated with more restrictions and limitations enabling a mobile advice to view elements appearing on the site. A team of web designers familiar with XHTML will most likely have no difficulties crafting XHTML-MP.

Matters of size

Phone producers want to differentiate their products. As a result, you will get a variation of screen sizes and pixel measurements. What is your best defense? Knowing the most common phone dimensions will be a start.

The following are widespread mobile phone measurements:
128 x 160 pixels
176 x 220 pixels
240 x 320 pixels
320 x 480 pixels

A desktop user has a mouse to help them navigate the page. More phones are being issued with a mouse-like gadget, yet a lot of users can only scroll laterally and vertically. Remember to make navigation easy for them. Especially on pages that enable them to make a purchase.

The identity of the consumer

This fact propels the need for a different breed of content. Mobile surfers will not have the same amount of time or span of attention. Your copy and images must synergize to inspire resonation with the user; so, though they may not have time now, if you grab their attention, they will come back when time affords.

The nature of your site also will determine your copy and images. For instance, if your site renders scores, stock numbers, up-to-the-minute news flashes, etc., then you don’t want your browsers ‘digging’ for that information. You want to place the information they regularly search for immediately within their view.

The above insight is very important. Situate a hierarchy of information on your site. What information would be considered the most urgent to a browser? This data should be instantly available and accessible with few actions.

Do you want to put in the extra time?

Your site name

One option is to create a completely different name and dedicate it to your mobile site. This option is not very favorable because it defeats the purpose of branding and makes it more likely that your consumers will become confused. Let’s look at other options.

Secondly, you could keep your current domain name and simply add an m (m.yoursitename.com) to the sub domain name or include ‘mobile’ at the end (yoursitename.com/mobile/) of it.

Another choice lies in letting the server decide. The server will detect what type of medium is being exercised by the user and then will elicit the most user-desirable site. This option is labeled, user agent detection. If used, it is advised to allow option so that mobile devices can override the initial server decision. For instance, a user may decide to look for further information found on your non-mobile site, and will now have that option.

Is it realistic?

Again, there are several options to consider. There are emulator sites that will allow you to view your mobile site. The option is not free, but it will be well worth your money to measure the user experience.

You could also buy several different phones in order to ‘become’ the browser. This is a viable solution, but technology is rapidly changing. You will have to decide if it is worth the money to continuously buy phones to do your testing.

Another option is to ask friends and customers. It is very likely a handful of friends in your network will have mobile phones of variation. Also, customers appreciate having input. The more aligned their desired experience is with the one your mobile site delivers, the more populated the site will be.