Columnist Abraham Nord explores the benefits and disadvantages of one of the more common technical configurations for mobile sites: responsive design.
Gone are the days when a mobile strategy could be delayed or ignored. Today, online marketers must consider how mobile visitors are addressed on their landing pages, and there are three widely accepted methods for this: responsive design, dynamic serving and separate mobile URLs.
I will not go into all of the details of each here. Suffice it to say that responsive design utilizes a fluid layout which changes and adapts to whatever the visitor’s screen size happens to be; in other words, mobile and desktop visitors are served the exact same URL/content, just laid out differently depending on screen size. The other two options, dynamic serving and separate mobile URLs, involve serving different HTML code or entirely different pages to mobile visitors…
