Mobile apps are hot right now, and it seems like everyone and everything is getting in on the game.  But businesses that are interested in increasing their appeal to mobile users might do better to focus on other elements, according to a mobile marketing specialist.

Rachel Pasqua, Director of Mobile Marketing at iCrossing, characterized apps as the “flavor of the month” during an interview with Mike McDonald at SMX Advanced 2010.  She said that her best recommendation is instead to “start with your site” when trying to attract mobile users.

Pasqua explained, “The vast majority of users out there are accessing social networks . . . via mobile.”  With a proper social media strategy in place, businesses can then lure the users straight to their sites.

Companies simply need to make sure their sites offer a decent mobile experience.  “If your site takes more than 15 seconds to load, users are just going to be bouncing off,” Pasqua pointed out.

Heavy use of Flash should also be avoided, in her opinion.

Business owners might want to follow Pasqua’s advice sooner rather than later.  She observed that the availability of inexpensive Android devices is speeding up the adoption of smartphones, and it may not be long before advanced tech is available for free with a mobile contract.