Responsive Web Design – The Wave of the Future


Recently, I was contacted by a responsive design blogger.  Apparently, a blog comment of mine rang true with him.  So I started to do a little digging and found that the concept of Responsive Web Design (RWD) is picking up steam as noted in this recent Forbes article, Why You Need to Prioritize Responsive Design Right Now.  The concept now has a Wikipedia page associated with it, which skews to the technical side of the movement.

It appears that the concept of RWD is attributed to Ethan Macrotte in his 2010 blog, A List Apart) may have been an extension of the responsive design architectural theory that outlines how physical spaces may respond to the presence of people passing through them. This is a sea change in design that impacts many industries.


While there are a few technical standards emerging around the responsive design concept, my interest lies around the goal – to make Web content responsive to the device that is accessing it.  As noted in the Forbes article, responsive design (a technical term) has now made it into the Forbes E-Commerce Marketing Checklist for 2013.  This is a relatively new technical concept and it is already making it into the marketing mainstream.  That is a very big deal and a very good trend for increased relevance and personalization of Web content.

Location-based services were the first real step in RWD and now device detection and mobile content are taking hold.  Take responsive web design one step further and content, including navigation options, may be modified in real-time, for each individual user.  This is the marketer’s holy grail of one-to-one marketing – and it is available right now.

We here at 3PMobile are working hard to make the Responsive Web Design vision a reality.  We believe that to truly be responsive, you must know the user’s preferences – and respect those preferences.  Our Choice® software provides marketers and IT with the data they need to respond not only to the multitude of today’s devices, but directly to their individual customers’ needs and preferences.  When you respect choice and respond with relevant Web content, you build loyalty and improve the bottom line.

Posted in: Choice

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