What is the Responsive Web?

The word “Response” is nothing new if you are a marketer!

  • It all started with Direct Response Marketing that evolved in the 1950’s~ onward (It is a type of marketing designed to generate an immediate response from consumers, where each consumer’s response and purchase can be measured, and attributed to individual advertisements).
  • Then came the massive evolution and growth of  IVR (Interactive Voice Response) in the  1970~80’s.  As a means of scaling customer engagement, IVR is a technology that allows a computer to interact with humans through the use of voice and  keypad inputs.
  • With the creation and traction of the world wide web, it became easier for marketers to go beyond the call-center get access to consumers. This led to the entire era of Interactive Advertising in the 1990’s. One of the key drivers of the Interactive advertising business was Search Engine Marking, were the listings on a web page were returned by a search engine in “Response” to an an end-user keyword query. This exploded as a measurable, performance based advertising method.
  • By 2000 the next shift started to emerge with users accessing the web via secondary devices (mobile phones).  By 2007 with the release of the iPhone,  the era of  the Smart Phones began.  Marketers started to bring more priority to build connectivity between the device and the traditional Direct Marketing Campaigns leveraging the QR Code ( Quick Response Code) as a means of engaging consumers.
  • By 2005 a new form of the web started to emerge called the Social Web with social media at the core of interactivity between everyone, everywhere. This trend has led to unique marketing opportunities for brands as a convergence of Social and Customer Relationship Management (CRM) took place giving rise to SCRM (Social Customer Relationship Management) where brands and consumers can “Interact and “Respond” to each other multilaterally. This has set the stage for a generation of  engagement marketing.
  • by 2010 with the growth of web standards such as HTML5 and CSS3 and the compatibility across the browsers the web movement to develop across the multiply screens became a reality and standard when Ethan Marcotte pulled it all together and released his book in 2010 that would set the course for the next decade in with the Term Responsive Web Design.
For marketers we see this next generation of  direct, engaging,  interactive, local, personal, quick, social and relevant responsive advertising across all screens (Multi-Screens) as a term we call Responsive Advertising.