Mobile Device Smartphone TabletJust ask Google, Facebook®, Yahoo!®, or Microsoft®— it’s critical for businesses to figure out how to engage mobile customers. Facebook now says about 14 percent of its advertising revenue came from ads for mobile users after it’s first six months of showing them. Google claims it is on track to earn $8 billion from mobile ads, apps, and media in the coming year. This is evidence of a huge shift to mobile devices away from desktops.

At Imbue, we’ve been saying “think mobile first” for a while now. Not only for advertising, but it’s imperative now for websites to be mobile compatible as people are searching more and more through mobile devices like smart phones and tablets. If links in your HTML emails are not going to a mobile-compatible website, you may be losing potential business.

Whenever possible, you should build a mobile-compatible website right from the start. Responsive web design is a great option for many websites because it automatically enables a site to be viewed easily on multiple devices of varying sizes. It also eliminates the need for maintaining a separate mobile version of your site, which makes content management easier. That being said, a responsive-website solution is not right for every website or web application because some are better served by having a custom mobile site or app created separately.

The bottom line is that going mobile with your marketing has quickly gone from optional to critical. More than ever, customers expect to be able to easily view and navigate any website on whatever size device they are using.

If you don’t have a mobile website, have your web developer build you one. If you are thinking of redesigning your website, ask your web designer about responsive-web design to see if your new site is a good candidate for that specific solution.