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How mobile is changing the game

The popularity of mobile devices like smartphones and tablets is changing the business landscape. Online sites are now advised to adopt responsive web design to facilitate optimal viewing experience.
By International Institute of Digital Marketing |
How mobile is changing the game

If your corporate website does not bear responsive design and interface yet, you may want to rethink your digital marketing strategy.

Responsive web design (RWD) is a design approach in websites that provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices from smartphones and tablets to desktops and laptops.

“Reaching global customers has always presented a problem for businesses, but the explosion of mobile connected devices on the market has been a game-changer,” said Martin Clancy, head of marketing for DeviceAtlas at dotMobi.

“According to Google, 97% of us now switch between devices on a daily basis— consuming content on smartphones, tablets, and soon, watches and glasses,” added Clancy. “Multichannel and multi-screen are now mainstream ideas in CRM (Customer Relations Management) and marketing circles.”

Responsive web design

In the Digital Marketing Plan seminar organized by International Institute of Digital Marketer (IIDM) at Asian Institute of Management (AIM) last month, Editor-in-Chief and Head of Mobile JV Rufino stressed the importance of cohesive mobile strategies and general web strategies.

“Rather than coming up with separate website and mobile site, any organization should come up with a responsive web design instead,” Rufino said. “As much as possible, the website design should be consistent and the user experience continuous.”

On the other hand, Josh Koppel, Co-Founder and Chief Creative Officer of ScrollMotion cited a different reason on why businesses should use mobile devices. His company creates cutting-edge interactive business apps for mobile devices.

“It's a mixed bag out there, but generally speaking, enterprises are struggling with how to best take advantage of tablet capabilities,” Koppel

“Some are failing: tablets are wasted as email devices or displays for static content like PDFs. Others are discovering the true power of tablets and our building interactive apps that fundamentally change how they do business.”


Tablet domination 

Slowly but surely, tablets are overtaking PC shipments in recent years, especially as more and more people are discovering the capabilities as a tool, not just for entertainment.

According to latest figures from Gartner, PC shipments declined 8.4% in 2013, while tablet shipments increased 53.4% over the past year. Koppel said they expect this trend to continue this year.

“I believe this growth is understated; the confluence of enterprises gaining a better understanding on how to use tablets with the rapidly evolving improvements in technology will drive faster adoption as a competitive weapon.”

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