Thanks to Apple, the smart phone has become ubiquitous and is now used for everything from personal banking to reading the news. Email is no longer restricted to a computer and push notifications are an essential part of most mobile apps. 3G coverage has opened up access to the internet from pretty much anywhere, 24/7.

So you have a great website and you’re wondering if you should now turn it into a mobile site. Well, I don’t think you should; and here are three very good reasons why.

No. 1: Mobile is mobile – websites are not

As a medium, mobile is a completely different platform to the web. From platform to technology to how the consumer interacts with the media, the only thing that the web and mobile have in common is that they are both (still) new media. Mobile must be seen and treated as a marketing platform on its own.

There are many types of mobile device, from some with browsers that lack a lot of functionality to smartphones that offer unique browser experiences (think iPhone and Android). Factor in the evolutionary iPad and the new tablet revolution and you have a whole extra layer of complexity and a user experience that is fundamentally different to the web user experience.

Importantly, from a marketing strategy perspective, more and more consumers are using mobile as the first gateway to discover and find out about brands.

No. 2: More people will connect with brands via mobile

Mobile is gaining a lot of attention. The shift from personal computers to mobile is happening fast! 101 million smartphones were sold in Q4, versus 92 million PCs according to IDC. What’s even more startling is that it took only three years from the launch of the iPhone for smartphone sales to outstrip PC sales (Business Insider).

Smart businesses see just how important it is to develop strategies and remain relevant in a world where very soon (within very few years!) all of our connected (and interconnected) devices will be mobile. Mobile is pretty much already our primary way for connecting to basic information and one another. The obvious next step will be an increase in people connecting with brands via mobile.

No. 3: Mobile is a different beast.

Marketers must see mobile as something completely different to the internet.

It’s portable. Voice plays an important role. Soon there will be no keyboard or mouse – it will be touch. Content and context must be easy to use. Results must be fast and give immediate value.

I predict that mobile will (quickly) become the default platform of connectivity. So don’t build a mobile version of your website;  you need to be thinking about your connected consumer and how you are providing them with the information, resources and content they want, when they want it, where they want it and how they want it.