Tap. Pinch. Swipe.
These are all typical actions when using a smartphone. "Tap" is the same as a mouse click. "Swipe" is the same as scrolling.
On the other hand, "pinch" does not have a counterpart action when using a regular computer. Pinching is what you have to do to zoom in and out of a website that was not designed for mobile devices. Normal web browsers do have a zoom feature, but there's usually never a reason to use it.
You should be planning to include a mobile website in your advertising portfolio already. Don't simply rely on the new fancy smartphones, fast 3G cellular networks and even faster 4G networks to support your non-mobile website.
As you plan out your mobile site, make sure it fits nicely on a small screen without needing to pinch resize to see details. Naturally, you won't be able t...