March 4, 2014
If your marketing data definitively shows that your customers are NOT mobile users, and they are NOT likely to become mobile users, then you don’t need a mobile site. Perhaps they live in areas that are so remote (in caves or under rocks) that cell signals just don’t reach them. But for everyone else, you need a “mobile site”. If there’s some debate or resistance to the investment it would take to produce such a site, please see my previous article where I’ll attempt to convert you. Assuming you’re a believer, read on.
There are basically two ways to approach mobile sites. The First is to detect the browser and redirect mobile users to a site specifically designed for their device. This gives the most control over the display and can cut costs in rare instances when you are certain that your audience is exclusively using a few different devices. This it is not my recommended approach…
The second way (far superior IMHO), is to build a responsive website: a.k.a a site that detects the browser and adjusts the display to best suit the user’s device. Critics may say that this method requires much more testing to get right and that it is difficult to get the display perfect in every scenario which, in turn, can increase development time and cost. And they would be right, however, I maintain that the benefits far outweigh the risks.
SEO & SEM:
Google and other search engines give more relevance to sites that are responsive because their content does not dilute (or get diluted) by the content of a parent website. While there are ways around this with proper coding, responsive is the more elegant solution. Back in June of 2013, Google announced that it was changing the way it ranks smartphone search results. This in effect gives an advantage to responsive sites. Again, careful coding and architecture can alleviate this, but the message is clear that Google prefers responsive design. In fact, they flat out state this on their Smartphone-Optimized developer’s page.
There’s also a benefit in link building. Because there is just one single site, a link to your mobile site and a link to your main site are the same. You keep the link equity you already have and gain a competitive advantage over mobile versions of standard websites that must duplicate the same link.
Finally, responsive sites are more efficient when managing an SEM campaigns because you will not be paying twice for the same keywords. Only one site for both PC and Mobile means only managing one campaign. This “Only One Site” concept becomes the theme from here on out.
Rest assured that any added expense you may encounter when initially developing a responsive site will be quickly recovered when it comes to maintaining it. Maintaining only one site is far better that having to maintain a traditional site and multiple mobile versions of it. Yes, there are CMS solutions that can publish to multiple sites and help manage this, but having only one site, again, is far more elegant.
I see a huge advantage when it comes to user experience. It was once the trend to create mobile sites that were a paired down “more optimized” version of their parent sites, expecting that mobile users were on the go wanted this. It’s a myth. What’s true is that the mobile user often has different priorities than the PC user. However, data consumption and time spent over mobile usage (see my last article) indicates that if anything, mobile users are more engaged and apt to consume and share your content. The lesson is to account for this in your design solution of a full, robust website. Don’t give the mobile user less. “Only One Site” leverages the trend of mobile consumption rather than the false myth on mobile assumption.
Philosophically speaking, there is no mobile. It is all one internet viewed through the device of your choosing. The choices are changing faster than we could possibly design specialized sites for. Thus, continuing to do so is pointless. Who knows what device will trend a year or two from now? Responsive design has the strategic advantage of flexibility and so it doesn’t much matter. With a responsive site, we are able to tweak and optimize for what comes next, rather than having to build an entirely new version to accommodate the next trend. I say if you are going to go mobile, do it with gusto – Just do it responsively. Don’t make me take your keys away people.
Would you want your #ad to run before a terrorist propaganda piece? It happened to Hyundai & it could happen to you… https://t.co/G2i2mNgkef
March 28 - 8:31 pm - View on Twitter
Our Director of Video Operations offers insight into the world of #VirtualReality: https://t.co/VE4cO1iciV https://t.co/k81r8hNhpk
March 21 - 7:49 pm - View on Twitter
Did you miss this week's Insight Tuesday? Graphic designer Carrie Nestel explores the importance of packaging: https://t.co/uZ0XD7NY51
March 9 - 4:14 pm - View on Twitter
Check out our CEO's insight into the Ad-Blocking cold war that is being waged between marketers and their audiences: https://t.co/b8CSJw3IjT
March 1 - 7:10 pm - View on Twitter
Account Exec. Leigh Cesanek pulls together some of Sunday night's most memorable #ads & speculates who really won: https://t.co/uxFDg8YmtK
February 7 - 8:41 pm - View on Twitter
Our CEO reflects on reasons we are not achieving the level of clarity that big data should be providing. Read it: https://t.co/Xap3aIysa7
January 31 - 9:59 pm - View on Twitter
Our CEO offers insights into the benefits of 'non-investments,' such as the annual family vacation he takes. https://t.co/NSJtyKRbEI
January 18 - 5:00 pm - View on Twitter
Use #socialmedia to spark meaningful discussions about the things your company cares about: https://t.co/4LrNHuLUOa
January 10 - 8:00 pm - View on Twitter
Paul Federico talks about a unique art show he is a part of, in which the individuality of the artist can shine:… https://t.co/C9kbQf7g8n
December 27 - 8:00 pm - View on Twitter
The Princeton Partners team wishes you a joyful holiday season! Watch our holiday video here:… https://t.co/n6tlEOpmXO
December 21 - 8:29 pm - View on Twitter
We're in the holiday spirit! Take PPI's quiz on the hilarious holiday classic, 'Elf.' https://t.co/0uAbOsWsNl https://t.co/DLU01euQtk
December 20 - 9:08 pm - View on Twitter
Our CEO discusses the strategic planning meeting he attended w. @PHAnews & why the White House Garden inspired him:… https://t.co/NJGXmBVq8G
December 13 - 8:58 pm - View on Twitter
Our CEO created a brief quiz to test your knowledge of financial literacy in the US. The results may surprise you: https://t.co/uVwDP9ECzp
December 6 - 8:49 pm - View on Twitter
Associate Creative Director, Aaron, has come up with ten #gifts to avoid giving your #clients this holiday season:… https://t.co/BL1Q6G5lvk
November 29 - 9:15 pm - View on Twitter
Tim Burr weighs in on the the viral mess that New Balance is currently dealing with since a Tweet was misunderstood… https://t.co/j2B4UdrftD
November 22 - 8:00 pm - View on Twitter
Check out our CEO, Tom Sullivan, on the homepage of @NJBIZ this morning for an 'Industry Insights' piece:… https://t.co/WxFVAoUvK2
November 22 - 3:15 pm - View on Twitter
Check out the latest in our blog series the "Intern Spotlight" & get to know digital development intern, Gabriela.… https://t.co/cgazIIY6Fc
November 21 - 4:15 pm - View on Twitter
Following the election, many people are feeling anxious about the future. Our CEO suggests taking local action: https://t.co/xP9r4v2F6e
November 15 - 8:10 pm - View on Twitter
We had Chris's daughter, Ellie, visit us in the office today. She helped us with website coding and even took us ou… https://t.co/YUCgbBuLpi
November 11 - 9:33 pm - View on Twitter
Our VP of media shares his experience & main take-away from last week's industry conference, ad:tech. Check it out… https://t.co/3Ox0AuznMZ
November 8 - 9:31 pm - View on Twitter