The Importance of Responsive Design in Modern Marketing

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The Importance of Responsive Design in Modern Marketing

As more and more people around the world continue to embrace the smartphone revolution, the future is clear: Websites must be built to cater to this rapidly exploding demographic.

It’s no longer feasible or desirable to build desktop and mobile websites separately.

What is the answer, then, for businesses that want to implement a more effective website design strategy for proven marketing success?

It’s simple, really. The answer is responsive design.

What Is Responsive Design?

Responsive design may sound like a complicated term. But it’s not, trust me. All it means is that a website has been designed so all of its content looks good on any device.


In practical terms, this means that businesses don't need to stress over whether their website will run efficiently on a mobile device. Performance is guaranteed.

Additionally, businesses can stop worrying about having a mobile website and a desktop website that work differently for different devices. The website is designed so content fits on every screen – even mobile devices.

Naturally, in today's mobile landscape, responsive design is the future of website design for maximized marketing success.

Investing in Responsive Design Is Much Cheaper Than Having Two Websites

When considering web design, you’ve got to consider development costs and ongoing maintenance costs simultaneously.

Updating and maintaining two websites is quite costly. It’ll take more cash to setup the two sites (instead of just one). And the maintenance of two websites sucks away valuable time.

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If you want to see real results online, you’ve got to think in terms of efficiency.

And it’s clear that building two separate websites inherently lacks that.

Ignoring responsive design costs more in the near-term and long-term. That means an investment in responsive design pays off immediately. And it keeps paying off in the years to come as well.

You don’t have time to waste on inefficient marketing strategies.

Building a mobile and desktop version of a website is practically a textbook example of operational inefficiency. Savvy entrepreneurs would do well to avoid this outdated approach to marketing.

Responsive Designs Enhance the User Experience

Responsive designs that are well-built will look incredible. And they provide a considerably better user experience too.

So what?

Whoa there, my friend. Not so fast.

Mobile audiences are the way of the future. And providing enjoyable user experiences for this demographic is key for the future of successful marketing.

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A simple look at the smartphone numbers is all anyone needs as proof.

By next year, there will be over two billion smartphones globally. Two years after that, estimates suggest over half of the world will have a smartphone.

Simply put, a demographic that large is not a demographic any business should ignore. Unless, of course, you’re not serious about seeing marketing results.

Responsive design bolsters the user experience on mobile devices by ensuring they don't have to shrink, zoom and fiddle with the web pages. This reduces user frustration, and makes site navigation a breeze.

Happier users will improve a marketing campaign's conversion rates – meaning everybody wins with responsive design.

Google Cares About Responsive Design and So Should You

This type of design isn’t a fresh, revolutionary idea. In fact, many early adopters have been using these types of websites with great success for years.

But now it’s no longer a luxury design perk. It’s a requirement.


Google now prefers mobile-friendly websites and prioritizes them for its search algorithms.

(Yes, that means your mobile-unfriendly design will hurt those rankings you’ve strived so desperately to attain.)

It’s such a catastrophic change for those lacking this design that many marketer say this change as a signal for Mobilegeddon.


Successful modern marketing requires embracing the future of mobile.

It just so happens that responsive design is the marketing answer. As new devices hit the market, your website can adjust to new screen sizes.

Stand out in the crowded market by embracing the innovation of responsive design now to avoid getting left behind. Google has already made the switch, and you should too.

Let us hear your thoughts on responsive design and the future of modern marketing in the comments below!

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Josh Coffy

Josh has an exhaustive understanding of technology and a creative marketing approach that drives client results. In his free time, Josh does CrossFit and travels with his wife.