I noticed a semi-truck on the interstate earlier this week that featured a huge QR code on the lift gate of the truck’s trailer. Within another mile or two, I also hear a spokesperson on the radio suggesting that prospective customers visit their website. I’m in my car. I don’t have a laptop. I do have my smart phone and I’m sitting in traffic. I scan the QR code, and it takes me to a custom landing page for in this example, the U.S. Army. They’re still recruiting by the way. The spokesperson on the radio asks me to visit a website to understand all of the features of their wonderful product. None of this should surprise anyone in marketing.

I mention this to emphasize the importance of mobile websites. Millions of people will be spending time in traffic today. Even more will be waiting at fast food restaurants or the airport or the hair salon. The next time you are standing in line, look around. How many people are using their smartphone?

If your organization does not have a mobile website, then a significant piece of your websites traffic could be lost. More importantly, companies should consider designing their outdoor advertising, point of purchase advertising, etc. with the expectation that the viewers of this marketing is waiting in line with smartphone in hand. By 2013, Google expects that 50% of all internet traffic will be from mobile devices. The smartphone industry is growing faster than any segment of technology in history. As a marketer, I’m not willing to concede that traffic by not having a mobile friendly website.