Responsive design, Tablet-readiness and Video: Why U/X should be king

Posted on September 25, 2012 by

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Around the Labour Day weekend, I came upon this post, which offers a thoughtful review of how certain brands are executing on the tablet-friendliness of their websites.

The proliferation of tablets and their use in multiple sectors (retail, finance, travel, hospitality, medical etc) is remarkable.

This is no surprise, given the tablet’s form factor and its many pratical uses. A recent comScore report notes that more than half of tablet users watch video content and that 1 in 4 would pay for it.

Compelling, right?

As creators, strategists and curators, we remain vigilantly aware of the critical role user experience (U/X) plays in the way we plan and seamlessly implement integrated digital content strategies.

But tablets are merely a piece of a larger puzzle.

According to a recent MGI Research study 89% of enterprises confirm that improving U/X is their most critical mobile app development priority.

While the study also reveals that mobile apps are viewed as a business differentiation tool—highlighting enhanced customer engagement and increased competitive advantage as key business drivers—it does further beg the question as to what types of content strategy models companies are looking to adopt to ensure effective and cohesive execution.

Are they doing more than monitoring field data? If so, what could a feasible and practically executable formula look like? Should content’s crown be handed over to U/X?

I would submit that there are at least 3 concrete trending elements at play here: responsive design, tablets and video. Combined, they form a triple threat formula that may well augment the ROI value of the mobile U/X and in effect increase leads and conversions:

  1. Video has undoubtedly become an effective content model that not only captures attention efficiently but also offers limitless ways to be creative and engaging
  2. Tablets, at their current rate of production, penetration and adoption in use, are becoming a widely utilized platform, especially in B2C sectors
  3.  Responsive design encapsulates the user experience requirements and aims to corral and harmonize any existing diaspora of marketing content in the digital realm.

This month’s mobility chat will be somewhat different in that Joe (@SMSJOE) and I are both off on Euporean breaks (literally being mobile, eh? :) but Chris (@sourcePOV) will be moderating the chat based on this framing.

Here are some questions we propose to explore:

  1. How are you using video as a compelling content model for mobile marketing?
  2. The above 3 elements appear to be the most relevant trends that, when combined, will offer increased and immediate engagement. Do you agree? Are there other elements at play? If so what and how?
  3.  What are some of the challenges/successes your organization is facing/celebrating with respect to implementing responsive design among your digital assets?
  4. Where does tablet integration fall in the mobile marketing mix  e.g.  typically a lot of tablet use is done at home, office VS smartphone use that’s more on the go.  Is the tablet  U/X more conducive and closely connected to purchasing than smartphones?
  5. What does the term B2E (BUsiness-to-Employee) mean to you? Does BYOD (Bring Your Own Device) complicate or facilitate your organization’s content strategy and mobile efforts?
  6. Should possessing technical/technological expertise  be considered a desirable asset  (or mandatory skill set) for the modern marketer? How so?

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Posted in: Marketing, Mobility