The emergence of mass market smart phones, the superb internet browsing experiences they offer, and the location data they provide have led to companies considering their mobile marketing strategies.

Depending upon what sector you are in it is now essential to have an optimised mobile website. To bring this to life imagine somebody at home on their desktop searching for ‘coffee’ on Google. They might be after information on the best types of coffee, data on various coffee machines or online coffee providers.

Now imagine somebody using their iPhone in central London to search for ‘coffee’ on Google. They are likely to be searching for a coffee shop and will act upon the results they are given.

What is clear is intent varies depending upon what you are searching for and on what device.

Marketers and business owners should consider their sector, their location of business and the search journey their target audience are likely to undertake before making that all important final decision.