Responsive Web Design Becoming Important to Industrial Companies

Lately I have been fielding a lot of questions about responsive web design from companies that are planning an industrial website redesign. In case you are wondering what the heck is responsive web design, let me give you Wikipedia’s definition first:

“Responsive web design (often abbreviated to RWD) is a web design approach aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones).”

I found a better description in an article from Forbes (You know something has gone mainstream in the business world when Forbes publishes a featured article on it). They define it simply as, “Responsive Web design is a new design approach that enables Web designers and developers to build and maintain a single website to serve to all kinds of devices: smartphones, tablets, laptops and more.”

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Is Mobile Marketing Right for Industrial Companies?

The current buzz about mobile marketing is probably second only to the hype surrounding social media. There is a good reason for industrial marketers to seriously consider and/or revisit their mobile marketing strategies.

Consider these research findings:

  • International Data Corp (IDC) predicts that the global mobile workforce will increase to over 1 billion workers in 2011, totaling 30% of the workforce worldwide. In the United States, numbers are still higher. A total of 70% of the American workforce will be mobile by 2012.
  • Gartner predicts mobile phones will overtake PCs as the most common Web access device worldwide by 2013.
  • Forbes reports, 82% of executives have some kind of smartphone and nearly two-thirds indicated they’re comfortable making a business purchase on their mobile device.

As an industrial marketer, how do you know if mobile marketing is right for you or not?

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