Multi-device strategies

Many of us now have at least two different multimedia devices that feature heavily within our daily lives. Almost everyone we deal with has access to a desktop computer and a significant number also own smartphones. The introduction of tablets into the global market has seen some people add to their artillery of media consuming devices and demand for these coveted items will only increase in 2012.
This requires us to get smarter, by ensuring that our designs, digital services and communications can be viewed on all multimedia devices. It is important that we don’t just ensure that they are presented in the correct context, but that they also maximise the capabilities of that particular device.
Within the context of mobiles, for example, it is important that the webpage enables as much interactivity as possible. Because this is the device that many people carry with them at all times, it is important to ensure maximum interaction, as well as communication, to fully engage the customer and encourage them to return to the site. Desktop computers have the ability to display impressively large-scale design and reproduce rich quality media content. Tablets also have the ability to do both, displaying sleek design with interactive media.
We must create design strategies to fit the context of the devices that many potential customers will be using. There is a real need to tailor the designs and create multiple device solutions for digital strategies. Essentially, this means there needs to be a separation between devices when thinking through the uses of a website rather than a 'one size fits all' mentality.
Offering clients multi-device strategies increases the chances of engagement with the brand, but it must be emphasised that this needs to be done in the correct context. For example, a website may look different on a mobile device than on a desktop. The design really needs to be able to fit both, but the difference may be that the website interacts with an application on the mobile phone, or can be accessed via the app.
In order to formulate a multi-device strategy, and keep visitors engaged, the website needs to be intelligently designed, functional and media heavy. Also, by investing in a website, it is much more likely that a company will see a return on its investment (when compared to other online marketing strategies). That said, a great website can significantly improve the chances of you running a successful social media campaign because, when it comes down to it, the customer is able to access information across a range of formats.