In a recent report on mobile marketing, Limelight Networks outlined five recommendations for enterprise marketing departments. NetApplications, an analytics firm, reports that 8.2 percent of web traffic in the United States is generated by smart phones and tablets, so it is important for companies to ensure that their website is highly interactive and optimized for mobile devices. Virtually every business has a website, but transferring the traditional web browser experience to the mobile web entails a strategic site mobilization strategy.

        The first guideline outlined by Limelight Networks enforces the connection your company builds with consumers through its online presence. It is important that the brand and corporate image are reinforced throughout the mobile website with visual cues and flexible templates.        

Second, it is important to realize that all mobile platforms are not alike. In 2011, 65% of mobile site requests have come from Apple iOS devices and 35% from devices running the Android operating system. The enterprise will have to designate considerable resources and/or partner with a partner experienced with the requirements of the every-evolving mobile platforms.

The third point is that more and more business customers and consumers are using tablets to access the web, and the ability to offer a rich customer experience on the highest-level tablets will meet the expectations of consumers with a rich and interactive browsing experience. There are technologies available today that can auto-detect the device being used by the consumer and target the site experience accordingly.

The fourth recommendation by Limelight Networks is that the content for your websites be consistent and from a single source. Using a central depository for all content and related media helps to eliminate errors as well as assists with tracking of your content library. Using one streamlined content source makes it easy to syndicate, share, and collaboratively publish your content across of all web platforms.

The final and fifth guideline from Limelight Networks concerns the constant delivery of performance. Due to the increase in faster Internet connections, mobile web users have come to expect their mobile web experience, especially on tablets, to be almost a mirror of their desktop browser. Using acceleration services can have a noticeable and positive effect on responsiveness—helping to engage your customers and encourage them to spend more time on your site.

Limelight Networks concludes that enterprise marketers and IT departments can deliver an attractive and effective mobile website—no matter the platform—by attending to brand optimization, streamlined content publication, and site performance.