And it shouldn't stop there. If someone continues to want to know more, it should be easy to get to your regular mobile site. And from there, it should be easy to get to your optimized desktop site.
Seamless QR Experiences
To get a picture of how this might work, consider how some businesses are adding QR Codes to business cards. Scanning the code might take you to a microsite that gives you a brief bio and contact information for the person whose card you have. From there, you should be able to easily link to more information about the company through a site optimized for your particular mobile device. And if you want to dig deeper, you should also be able to get access to the business's full desktop site on your phone.
To see a seamless experience like this, take a look at how ESPN's mobile site works. The site works hard to provide a personalized experience for each fan. While this kind of commitment to mobile may be a stretch for many marketers, it's certainly something to strive for.
In our practice at Hacker Group, we firmly believe that everything we do, all marketing communications, must function well in the mobile space.
Let Audience Dictate Your Actions
You don't know where your target market will find you. You don't know how they'll prefer to respond. You can't make assumptions, no matter how tempting.
I know, for example, that my response habits are different when I'm using my mobile phone vs. my landline. But I can't assume everyone in my target audience even has both a landline and a mobile phone. In some cases, you can focus on smartphone users and ignore feature phone users, but there are still more feature phone users right now, so it's important to be strategic in your decisions.