Mobile Marketing (Mobile vs. Responsive Website).

Mobile devices, mobile marketing, responsive website, mobile siteThe era of the smartphone is upon us and any business not utilising mobile marketing is running a serious risk of losing customers. Mobile phone users worldwide are rapidly switching over to smartphones as devices become more affordable and 3G and 4G networks advance.

An eMarketeer 2014 report finds that 4.55 billion people worldwide are using a mobile phone. Nearly two-fifths of all mobile phone users—close to one-quarter of the worldwide population—will use a smartphone at least monthly in 2014. By the end of 2017, smartphone penetration among mobile phone users globally will near 50%. The figures for smart phone usage is even higher in developed countries with a recent study of mobile usage in Ireland finding 96% of Irish 15-35 year olds own a smart phone! These statistics prove that now more than ever before regular website design is no longer acceptable. The following outlines two options for making your website more smartphone accessible.

Mobile site

A mobile site is designed to take into account all limitations and opportunities to a mobile user such as small screen size, touch screen interactions, different mobile screen sizes etc. Not to be confused with a mobile app which is an application that is downloaded and installed on a mobile device rather than being rendered within a browser.


  • UX Design. Your user experience should be first rate as your website is specifically designed with the end user in mind.
  • Speed. If the user is going direct to your mobile site then the web page will load quickly and easily.


  • Price. Will be more expensive to build than a responsive site.
  • Multiple URL’s. The user will have to remember two URL’s or else have to put up with timely redirects, neither of which is ideal.
  • Website Management. Two websites will take double the maintenance from both administration and marketing.

Responsive site

Having your site responsive means it will automatically adjust to fit the screen of the device it is being viewed on, whether that be a laptop or smartphone.


  • Website Management. A single website makes it easier for administration and marketing purposes.
  • Price. It goes without saying that one website is cheaper than two.
  • Single URL. A single URL makes it easier for mobile users to find you and keeps load time fast by avoiding redirects. Especially useful for slower connections that mobile users often encounter.


  • Web Developer Experience. Having one website may hinder the users experience if the responsive website is not designed thoughtfully. By trying to satisfy both the mobile and desktop user you may end up satisfying no one. This is an issue that can be overcome by using talented web developers who are experienced in responsive web development.

If developing a mobile or responsive website is something that is of interest to you or your company then why not contact IMS Marketing today where our dedicated team includes web development, graphic design and digital marketing, ensuring you get the most from your company website.

For more information why not call our Digital Marketing Manager Maricka on +353 (0)91 739450 or email [email protected]

And for any of you clever people who have noted that IMS are running a non-responsive website, don’t worry one is on the way… we are currently putting all  our resources into our clients and not ourselves!