Constructing an Effective Cross-Platform Marketing Plan
A cross-platform marketing plan needs a desktop and mobile development. Although everything from television to radio counts as cross-platform, the Internet is now king when it comes to content, and mobile and online are now basically considered two separate channels that need careful consideration. Want to develop a dual strategy without skimping on content for different devices? Discover the key elements of cross-platform development and design.
Switch to a Responsive Design
Cross-platform content needs responsive design. It’s the megaphone that carries your brand voice over multiple devices. Responsive design ensures your website or web app displays the same on a desktop, smartphone, tablet, smartwatch, etc.
Snapping website elements in-line—regardless of the device—will allow continuity. It lets your users seamlessly navigate your site on the devices they use the most with little to no change when they switch to those they rarely do.
Choose Mobile-Friendly Advertisements
If you choose a responsive design, then pop-up advertisements and non-graphical elements will inherently react to a new platform or screen size. But then there’s the case of those primal website ads in the header, footer, and sidebar areas. If you feature third-party ads in these sections, then you’ll need to request mobile-friendly content (code and graphics) from your partners.
If you include inbound internal marketing content in these areas, consider developing mobile footer ads instead. These items generally stick to the bottom of the screen despite scrolling until the user dismisses them. Website ad plugins such as King Pro often support these types of mobile adjustments.
Consider Other Device Differences
Of course, there are other little differences, as well. You’ll want to consider processor rates between both platforms and how they impact user experience and content download times. You’ll also need to predict previous generation and rare devices, and how you’ll overcome those formatting and design challenges.
What’s more, even if you have a responsive design, you’ll still need to prepare for click versus touch capabilities. This may mean a different development approach for links and other interactive content. An experienced developer can anticipate these differences and adjust your web design accordingly.