Times Have Changed: Multiple Screens Allow Marketers to Show Flexibility

The use of multiple screens in peoples' everyday lives is becoming commonplace. According to a 2012 study conducted by Google and Ipsos Research entitled The New Multi-screen World: Understanding Cross-Platform Consumer Behavior, found 90% of consumers move between multiple devices-smartphones, tablets, personal/work computers, and in the near future, smart televisions-to complete tasks throughout the day.

This reality is a challenge for marketers and advertisers that increasingly want to deliver a holistic experience to their target audiences across all of these devices. While strides have been made over the past year or two to use intelligence to tailor content for specific devices and even specific contexts, being able to actually track how an individual moves from screen to screen and have marketing and advertising follow that person remains a major complication.

HOW-TU by Tukaiz - Employing Responsive Design

What Is Responsive Design?

Responsive design is a method of building highly functional websites that respond to the variety of digital screens we use today, for instance a laptop screen or a smartphone screen. It is assurance that your website serves up properly and provides optimal viewing experience. Basically, your web design needs to look good no matter how it is accessed.

Why Does It Matter? It matters because the way in which we access the web is not a ‘one size fits all’ model; the use of non-traditional digital outlets such as smartphones and tablets are becoming increasingly popular. If your design does not accurately adjust to the range of those screens, and your viewer does not correctly see your website, your message is ultimately hindered.

How Do I Do It?

	Determine the most important elements of the site, because those will be the main fixtures as dimensions get smaller
	Become a friend of media queries and learn your measurements. Having an understanding of all different devices and their corresponding pixel ranges will enable you to create design for optimal viewing.

Sources:

¹ (Nucleus Research via SourceCon). ² (Sirona Consulting 2013). ³ (Nielsen Mobile Consumer Report 2013). ⁴ (Cisco). ⁵ (Bravenewcode Mobile Joomla study 2012).