Growing use of internet mobile services has changed the way that firms should approach direct online marketing, one expert has suggested.

Online marketing for mobiles looks set to be on the brink of becoming big business too, following the launch of two new mobile marketing products by Microsoft this week.

But how much should humble small to medium-sized enterprises (SMEs) worry about adapting their online marketing campaign to accommodate mobile.

According to Elaine O'Gorman, senior vice-president of marketing and product strategy at Silverpop, it should be a central concern for those marketing through email.

Speaking at the ACCM marketing conference, she explained: "Email renders very differently on different mobile devices.

"It's important to take advantage of the tools now available to see how your messages will look on various devices and email clients."

However, with Microsoft already having developed a new email marketing platform designed specifically to accommodate banner ads on mobile devices, surely a mobile digital rendering tool can't be far off?

But is it in the best interest of SMEs to wait and see, or should they reconsider their online marketing strategy now?

Online Marketing specialists Business Feet help create value from business websites