Given the rapid adoption of tablets and smartphones, the likelihood of websites being accessed from a variety of devices and locations is inevitable. As a result, responsive design’s popularity has been steadily increasing. Yet, advertisers and publishers acting on this trend may be missing a huge opportunity by not digging a little deeper.
Traditional responsive design leverages one code base to modify layouts to fit screen size when it could do so much more. With advances in technology and strategic application of content, advertisers can offer a more compelling user experience. Data supports the importance of a consistent user experience across multiple platforms as well as the value of influencing users at the moment they are transacting with your brand.
The evolution of “responsive” design takes into consideration key influences such as “What” (What products and services are you promoting or selling?) “Who” (what device is the user on? A competitive device? An older device? An iPad?), “Where” (where is the user? In a store? Near a store? At en event? Likely in their home?). “When” (what time/season/day is it? Is there seasonality to your business?) “Why” (what makes a user loyal to your brand?). By leveraging these easily accessible messaging points, advertisers are able to deliver the most compelling message to the right person at the exact right time.
The idea of “the next phase responsive web” doesn’t stop at experiential improvements. While development firms are building more agile and contextual digital experiences, there is a shift of technology from server-side delivered experiences to front-end or client (browser) determined experiences. This has an influence on SEO and can – if done properly – begin to positively impact natural search traffic. All of these elements combine to give the term “Responsive Web” a more elegant and sophisticated meaning.