There are big changes in how people are consuming online content today. Don’t believe me? Check it out for yourself. Next time you’re waiting in line for coffee, look at that guy reading the daily news on his smart phone. What about that woman in the park browsing her tablet for a current weather report? Don’t miss the woman on a laptop, updating her social status. In this post-PC era, mobile devices give us the freedom to take our content with us, wherever we go.

The problem for creative Revenue Marketing™ teams is that, with all these different screen sizes to build for, which one do you choose that will best drive revenue results? The answer is simple – all of them.

Say hello to “responsive design”, your new BFF. Using principles that are already understood in the coding community, responsive design targets the various devices’ screen sizes and scales the content and layout to best fit each. A three-column design becomes a two-column, or a two-column becomes a one-column, and so on. (See example to the right.)

How does it work? Magic you say…possibly. But before you call in David Copperfield, let’s demystify it. In simplest terms, responsive design uses “media queries” built into the code and targets the resolution of that screen. Images, layout, and content are all scaled or reconfigured to give the user the most optimal viewing experience.

This not only increases readability on the smaller screens of these mobile devices, but increases success rates and click through rates, as well. This helps push your prospects or customers through the funnel to your conversion goals, regardless of the device they are on.

With over 1 billion smart phones and 200 million tablets already on the market, 70% of users say they will close an email or webpage without even reading the content if it does not render properly.1 It’s clear that mobile usability is becoming a must for any business wanting to increase its revenue.

But then, a question arises from the guy in the back of the room. “Why not just build an App?” he says. The reasons are that Apps can be costly, hard to maintain, and come with their own special set of development issues. Apps are built for the specific operating systems that power the device. This is not an option for most campaigns or web properties.

Responsive assets are not constrained by operating systems; they are developed and maintained like any other digital asset you already own. This makes it much more effective to convert both content you already have or content you’re planning on deploying in the near future.

Knowing that 44% of all email is now opened on a mobile device, compared to only 23% on a desktop2, you can see that if you are running a campaign to convert, nurture or develop leads, it’s difficult to do if your email content is not mobile compatible. Complement this design with a responsive landing page and you’ll see your success rates soar.

Having a great mobile website is also a must in 2013. Fully 31% of all mobile Internet users go online using smart phones3, and this is expected to double by 2015. That’s half of all online traffic!

It’s a little bit of magic and a little bit of next-level design expertise, but one thing is certain – if your business is not thinking mobile you are missing out on countless opportunities to connect or convert leads. Mobile devices we love are becoming a part of everyday life for all of us, all over the globe. Make sure your content becomes part of that everyday life as well.

1 BlueHornet “Consumer Views of Email Marketing” (2012)

2 Litmus –”Email Analytics” (2013)

3 Pew Research Center (2012)