Inertia is always a problem when you’re starting something new. The start seems like a very tall wall, and we often make that wall taller by imposing a lot of requirements and parameters on what needs to be done.
Mobile marketing must seem that way to a lot of companies, and as a result, far too many of them are sitting on the sidelines. Fortunately, there are a few vendors out there offering a shortcut to the mobile Web: a turnkey publishing platform that allows a marketer to quickly deploy mobile landing pages.
The question is: how effective are these pages in the context of mobile search?