I quite like this provocative sausage dog picture because it forces marketers to think differently about responsive web design (RWD). More often than not, marketers scale content down to fit a smaller screen; because they then claim that they use RWD and have some mobile apps, they think they have checked the mobile box. In fact, RWD was by far the most common tactic that marketers were using or planning to use in 2015: Only 9% of marketers we surveyed are not planning to use it. When fully implemented, RWD can improve the user experience, but more often than not, it’s implemented as a quick fix to the problem of multiple screen sizes. It often prevents marketers from thinking about the need to contextualize offerings for different devices. Customers do not necessarily want the same content across all their screens. However, a scarily high percentage of marketers we surveyed — 47% — admit their mobile services are primarily a scaled-down version of their PC services. In short:
Marketers misuse mobile marketing tactics. B2C marketers often focus too much on piloting the latest mobile shiny objects and, unfortunately, do not invest enough in adapting to mobile experiences’ core touchpoints -- like email or search -- that most consumers use to engage with brands.
Use mobile to transform brand experiences. Too few marketers think of mobile as an opportunity to transform the brand experience. To really differentiate themselves, they should develop mobile-unique interactions delivering visible value with apps, messaging, and online-to-offline tactics.
There’s no denying the importance of delivering an excellent mobile experience. As the pace of technology quickens, delivery cycles approach zero-day releases, and mobile moments reign supreme more than ever so now is the time to invest in the right priorities.The results from our 2015 DX Survey provided a vivid picture of digital experience technology organizations’ interesting insights. More specifically:
Enterprises manage an average of 268 customer-facing websites. When you compare this to the number of websites on the Internet, it is no surprise. However, having too many cooks in the kitchen is, so to speak. Many large enterprises we’ve spoken with have stated they have as many as 10,000 content creators and users using their digital asset management system. Being able to manage the extensive portfolio and volume of content creators has been a challenge for DX organizations.
When I first looked at responsive web design (RWD) back in June 2012, only early adopters (mostly startups, agencies and media firms) had taken the plunge. Back then, developers and web designers alike were still getting to grips with the concepts required to build responsive sites. eBusiness leaders, although intrigued by the premise of a single site able to adapt across devices, were mostly playing a pragmatic wait-and-see game. Fast forward almost 18 months and much has changed. Although hype and confusion continue (not least due to a perplexing set of technology terms and marketing buzzwords), RWD has firmly cemented itself as a natural evolution of web, and it’s here to stay.
In our latest research on RWD, my colleague Mark Grannan and I spoke to over 20 digital agencies and end user clients that have adopted responsive design. We found that RWD sites are still far from ubiquitous; however, adoption is growing steadily. As web traffic on mobile phones and tablets is increasing to the point where firms must optimize for these touchpoints, RWD is taking center stage in many enterprise discussions.