If you have been avoiding taking your B2B (business-to-business) or B2C (business-to customer) company mobile, you are missing out on a vast universe of highly cost-effective opportunities to be in front of your customers and potential customers 24/7.

And if you grasp that in today’s world, you will think hard about embracing a mobile marketing program that will make doing business with you fun and effortless. Less than a year ago, eMarketer reported that mobile business interaction was up more than 400 percent from June 2011. One in every 10 people redeem mobile coupons, and more than 14 million people scanned a 2D (QR) code, using a code reader app they had downloaded to their smart phone, cell phone, iPad, or other mobile device. And if you think mobile marketing is too revolutionary for your company to attempt, just think how many of us now download a boarding pass to our cell when we fly.

Whether you are driving viewers to your website or a landing page, building awareness of your brand in an entertaining way or directing buyers directly to your storefront, mobile marketing can be the missing piece that makes a so-so marketing plan sing.

But “going mobile” means more than adapting your current website to a small screen, a task that, in reality, must give careful consideration to how your customers might use their phones to do business with you. So don’t make the mistake of thinking you need only to “miniaturize” your website to mobile market. To think this through, consider how you and your customers use their mobile devices and then adjust your company’s mobile website information to fit those immediate needs: location, product availability, product information, acceptable payment options, and similar. Realize that these selected, on-the-go functions are carefully distilled from the existing content of your full-featured website.

Don’t know much about mobile marketing or how to even begin creating a mobile marketing program? Never fear; you don’t need to go it alone. Digital ad agencies/professionals, a short message service provider or an online mobile ad network can get you started. Whether your mobile marketing involves 2D codes, gaming, fundraising, customer empowerment through content, paid advertising or couponing, you can offer a creative mobile “wow” factor that can take your marketing over the top and boost business. To make it all work, yours must be a creative, innovative endeavor, planned carefully with an allotted budget figure in mind.

As digital gurus Jeanne Hopkins and Jamie Turner, co-authors of “Go Mobile,” contend: “Don’t assume mobile marketing has nothing to do with your business. Mobile is here to stay.”

Paige Henson (paigechenson@gmail.com) is a new media consultant for businesses and nonprofits. She specializes in inbound marketing and content management.