According to recent Neilsen research, time spent using smartphones now exceeds Web usage on computers in the U.S., U.K. and Italy. That’s wonderful news for smartphone manufacturers and a troubling statistic for any company whose preference collection hub is un-responsive to smaller screen sizes. We’ve all had that discouraging experience – desperately trying to find an address or phone number on a website that won’t reconfigure itself to fit our smartphone screen. The solution is responsive design, a process of building sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices. This is of particular note in an arena where companies outsource preference functionality or rely on an ESP or marketing automation vendor to include channel-specific preference management. All too often, the result only makes sense on a desktop and utterly confounds anyone hoping to navigate it on a mobile or tablet device. Back to that same Neilsen study and the news just gets better (or worse) depending on your perspective. A whopping 85 percent of generation Y now owns a smartphone. Earning their loyalty requires a seamless mobile experience through responsively designed preference centers. It’s time to review your preference management experience to make sure it looks good on the screen that matters most.
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace.
With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today.
Labels: ESP, neilsen, preference center, responsive design, responsively