The past strategy to this problem was to build a separate site that was optimized for mobile phones. This typically had reduced graphics and only a subset of the content from the desktop website. While this served an immediate need, it is also short-sighted and presents other problems or challenges.
A separate mobile site requires additional development time as well as additional content management time. As a result, it requires significantly more money to build and maintain than a single desktop optimized site. The other challenge is that these sites are typically either optimized for mobile phones or tablets but not both. Again, to optimize for both requires double the additional effort and investment. For many businesses, this cost is too large and the additional management time is something they cannot support, which leaves them with no other choice than to alienate their mobile users and lose potential revenue.
Director of Solution Delivery
Outside of that though is a rather large misconception around the results and value that marketing delivers to the business and how it delivers them.
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