You may not know it by name, but if you're a user of smartphones, tablets and desktop computers, then you have probably been acquainted with responsive web design.  Simply put, responsive design makes a website look good on any device. There is no need to open an app or use an "m." subdomain when accessing the website from mobile devices. In an interview with MarketingLand, Anna Bager, VP of the Mobile Marketing Center of Excellence at the Interactive Advertising Bureau (IAB), said that responsive design will become increasingly important for businesses that want to increase brand loyalty across all channels. 

"We are seeing the 'born digital' generation really come into focus," Bager said to the source. "That is, businesses and brands now have to be mindful of their consumers who grew up with rapidly evolving technology and expect their experiences to be seamless and intuitive across screens, devices and platforms."

When asked what's driving the responsive trend, Bager said that this strategy is really no different from other forms of marketing. Most business are attempting to reach customers in varying ways. Responsive design is simply another marketing approach that should be added to a company's list. 

Badger also noted that companies considering revamping their websites with responsive design shouldn't be worried about search engine rankings. She said that the choice of design may actually improve results, especially on mobile. This is important because Google recently stated that smartphone and tablet search rankings would be weighted more heavily. 

To increase their online presence and stay ahead of competitors, small business should consider partnering with mobile advertising companies such as Key Media Solutions.