We’ve all had that discouraging experience –
desperately trying to find an address or phone number on a website that won’t
reconfigure itself to fit our smartphone screen. The solution is responsive
design, a process of building 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.
This is of particular note in an arena where companies
outsource preference functionality or rely on an ESP or marketing automation
vendor to include channel-specific preference management. All too often, the
result only makes sense on a desktop and utterly confounds anyone hoping to
navigate it on a mobile or tablet device.
Back to that same Neilsen study and the news just gets
better (or worse) depending on your perspective. A whopping 85 percent of
generation Y now owns a smartphone2.
Earning their loyalty requires a seamless mobile experience through
responsively designed preference centers. It’s time to review your preference
management experience to make sure it looks good on the screen that matters most.
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing
and launching innovative new products and services that fill critical needs in
the marketplace.
With 25 years of experience, Eric firmly believes that
permission-based marketing and preference management is a mega trend and the
path to success for marketers today.
Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda
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