Mobile devices have become a crucial and fundamental part of brand strategy and one that companies use more and more to reach the consumer. Everyone carries a smartphone in their pocket and everyone is looking at it at all times, which makes it almost impossible not to see the potential it has to reach the potential customer.

But, although brands are becoming more and more aware of the power of mobile and the need to position themselves on that device, they still fail on quite basic issues that make their strategy not as effective as it could be. Mobile requires a strategy and brands should stop to reflect on what they are doing and what they should do to connect with consumers using these terminals. Not everything goes on mobile and it is also not useful to stay with an issue that is succeeding simply because it Portugal Phone Number List attracts attention or because it is tempting. The fashion app is not the only thing to consider when creating a mobile strategy. As a Forrester analysis points out, brands and their marketers continue to make certain basic mistakes when creating their firms’ mobile marketing strategies and when establishing how they will position themselves on mobile devices.

Responsive design is very useful but it is not a magic wand
One of the issues that have become one of the most repeated when talking about mobile strategy is the importance of responsive or responsive design. The reason for this interest is clear: this design makes it possible to meet all the needs of Internet users in an environment in which it is increasingly important to offer an equally good service in all settings. Consumers use different screens to access content and they also do so hoping that the experience will be the same in all of them. Responsive design allows you to comply with that and maintain a balance between what is seen in each scenario. To this we must add that in the last update of the Google search algorithm the search engine made it clear that what it was interested in was that consumers received a good mobile service and that the websites work in that scenario and recommended responsive design.

But, as you can read in Forrester’s review, responsive design helps a lot, but it’s not miraculous either. It cannot be expected that in this way everything will be solved and all problems and tensions that may be had to be ended. As Thomas Husson, one of Forrester’s analysts, explains on the firm’s blog, “Responsive design can improve the user experience, but it is often implemented as a quick fix to fix the problem of multiple screen sizes.” . That is, it is used as a way to patch the problem, but without really thinking about what is happening and without offering a service that really works on each screen because it is not really adapted to each one of them.

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