For businesses exploring mobile marketing, it is just as important they be able to provide a rich web experience through site speed, as well as content.

Many companies now recognize the important role content marketing can play in a mobile campaign. And for businesses exploring mobile marketing, it is just as important they be able to provide a rich web experience through site speed, as well as content.

As a recent study from Compuware discovered, consumers have high expectations when it comes to the mobile web. In a survey of more than 4,000 mobile users from around the world, nearly half of respondents indicated they wouldn't return to a website if they had trouble accessing it from their phones. Additionally, 57 percent said they wouldn't recommend a website to others.

The study also revealed that patience may not be a virtue many mobile users share. According to the report, fewer than three-fourths of respondents said they were willing to wait more than five seconds for a single mobile webpage to load, while 60 percent said they wouldn't wait more than three seconds.

“[U]ser expectations for mobile continue to increase, but companies are still not meeting mobile users' needs for fast and reliable experiences,” said Computer CTO Steve Tack in a press release.

“Poor performance is preventing many companies from taking advantage of the opportunities being provided by increased mobile access,” he added.

Given that mobile technology is becoming an integral aspect of many content marketing campaigns, companies must ensure their mobile websites are functional and comprehensive. As Brafton recently reported, more businesses are investing in mobile marketing and local SEO to connect with on-the-go consumers. However, these efforts will only be successful if supported by a positive web experience.

Plus, marketers should consider that site speed is becoming an important SEO factor, as Matt Cutt listed it as a top SEO priority for 2011. In may be essential to making a business visible to mobile searchers in the first place.