As mobile marketing becomes increasingly important for brands, advertisers need to turn their attention to responsive Web design. Especially in B2B marketing, a consistent Web experience could prove to be a game changer because prospects are likely to return to the page more than once during the decision-making process, and it may be from multiple devices.
Responsive Web design allows marketers to cater to visitors from their devices of choice. The way this works is viewers access the site from one URL, and it's designed with fluid grids to adapt to the device, whether it's a desktop, laptop, smartphone or tablet, according to an infographic from Dot Com Infoway. The use of Internet-enabled mobile devices has exploded in the last few years, and visitors will be frustrated by slow loading times or difficult to navigate pages.
Marketers may need to adopt this style to keep up with new developments in search engine optimization. Google will penalize sites that have an inconsistent user experience from mobile devices. In addition to better SEO results, responsive Web design can help companies save money and time, offer improved usability and achieve expanded browser support. Mobile Internet traffic is set to eclipse desktop this year, so a flexible site will be more important.
Responsive Web design is beneficial, but can't solve all problems
While responsive Web design is a crucial way to attract customers and get better SEO rankings, if your website has issues, responsiveness will not fix them, Internet Retailer stated. Website features and content likely need to be condensed to provide a better experience for mobile users. People interact with content differently from smartphones and tablets. Brands may need to reconsider their content marketing strategies.
In addition, responsive design will not repair pre-existing SEO issues. All the basics need to be in place for a responsive site to function at the highest level. One common misconception about responsive Web design is that it should emphasize mobile devices above all others because many marketers struggle to offer a quality mobile experience. However, company websites need to be designed with the target audience in mind first and their devices second. Context is one of the most important factors for a responsive site, since mobile users will search for different types of information than someone using a desktop interface. Marketers need to understand what their customers need from their sites to provide the best experience possible.