Is Your Show Marketing on the Mobile Web?

According to a recent article by eMarketer, close to 100 million consumers will be on the mobile Web this year.  “The US mobile web population will be up almost 25% this year as 97.3 million mobile owners log on to the internet from their device at least monthly”, eMarketer estimates.

As the mobile Web browsing experience has improved and smartphone penetration continues to increase, it should be no surprise that more and more people are surfing the Web from their handsets.

People’s media habits are shifting and they are shifting towards the mobile Web.  “By 2015, more than three in five mobile users and almost half the total US population will be using the mobile internet,” eMarketer forecasts.

This trend will play out differently based on your industry and target demos. Certain age segments and industries will scale differently than others so understand the mobile media habits of your target audience so you can best “mobilize” your show marketing.

The mobile Web is clearly gaining traction in the trade show space. You can see this by looking at the mobile Web sites being offered by forward thinking trade shows, and by reviewing Web traffic reports which reflect attendees and potential attendees accessing show Web sites through their mobile devices. The potential here is significant so if you have not already begun developing a mobile Web site, start soon with a basic presence and then build out accordingly.

As you develop your mobile Web site, remember it should meet the needs of someone on the go:

(1) Keep the layout simple.

(2) Provide only relevant content, i.e. don’t replicate your regular Web site.

(3) Offer finger friendly navigation.

(4) Design for the small screen.

(5) Make the pages light/fast loading.

Posted on September 8, 2011