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....
Do you have a true mobile marketing strategy or is it lip service?