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We live in a mobile culture. Whether your customers are businesses or consumers, they are more likely to be in the car, in a restaurant, or out and about than they are at home or in the office. Mobile phones have become the de facto method of communication.
According to the 2011 Mobile Internet Attitudes Report from Antenna Software, one in five U.S. mobile phone owners uses the mobile Internet every day. According to On Device Research, 25% of U.S. mobile phone users are mobile only. In other words, they do not (or very rarely) use a desktop or laptop to access the Web.
Thus, smart marketers are taking their message mobile.