Building your site from the mobile up.
Some marketers may think that by using responsive design that are delivering a strong mobile user experience when all they are doing is simply extending their desktop content to mobile without any consideration of what the mobile user wants.
Instead, marketers should be focusing on making sure they are delivering a differentiated experience in mobile that truly focuses on what on-the-go consumers are looking for.
“In a ‘mobile first’ approach marketers are forced to undergo a content prioritization exercise, which in the long run achieves consistent brand messaging and optimal user experiences,” Siteworx’s Mr. McLaughlin said. “From here you can progressively add features and content as the device’s screen size increases, ultimately addressing the needs of your users’ and the needs of your business.”
—Marketers at odds over effectiveness of responsive design