Marketers are going mobile to reach customers, but many of them aren't focusing on the unique demands of the technology and on the users.

Instead of designing sites as if for the internet, marketers need to make it simple if they want to go mobile, Ad Age writes. Connection speeds for mobile users are much slower, meaning marketers need to use graphics that load quickly and must rely on text more.

"Forget everything you thought you knew about the PC Web - mobile is different," Louis Gump, VP-mobile at Weather Channel Interactive is quoted as saying.

One of the biggest obstacles to the growth of the mobile web is the wireless-service providers' slow rollout of high-speed data service; another is the high fees that consumers must pay for mobile web access.