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In October, 2013, I posted a controversial article about the differences between responsive and adaptive websites and came to the conclusion that, at that time, properly coded adaptive websites were performing better than responsive websites in the automotive arena. I stand by that assertion as long as the timestamp is attached. In other words, adaptive was better in the automotive industry than responsive in October, 2013.

Today, I am happily reversing my opinion. The industry has caught up. There are a handful of companies in our space that have not only improved on the earlier iterations that I did not like but who have taken their responsive sites beyond the adaptive sites that were performing phenomenally well. It's not that adaptive sites are bad or that they've fallen off at all. Today, the responsive sites (and the numbers attached to their results for dealers) have surpassed their adaptive counterparts.

The real difference in the platforms that I have seen launched in recent months compared to the original batch of automotive responsive website designers is that they seem to have followed (coincidentally, I'm sure) a different assertion I made a week after the original post that dealers and their vendors should build websites for mobile first. Mobile is today. It's getting bigger tomorrow.

Responsive websites that are built to accommodate the demands and limitations of mobile devices do not lose out on desktop functionality. If anything, today's savvy buyer has grown accustomed to a more mobile experience on their desktops and appreciate the simplicity that such design brings to the table.

I am dying to name some of the companies that I have looked at over the last few months that have impressed me with their designs and website management tools, but now is not the time. There are five strong responsive design firms that have impressed the heck out of me lately. Two are well known. Two are less known. One is pretty much unknown in the industry. I won't name them because I have yet to do a comprehensive review of everyone's platform. Considering that there are about 50 players in the automotive website arena, it's likely that I will never make it through them all.

In lieu of recommendations or direct endorsements, I'll keep it simple and show you what you should be considering...

• Speed and User Experience: While I have never been big on "quality test" sites that spit out a score about how good your website is, Google has a pretty good one out there with their PageSpeed Insights. The desktop component isn't a huge deal but look at both numbers in mobile - Speed and User Experience. Shoot for a speed over 50 as a bare minimum and the UX should be high, preferably over 90.
• Mobile-Only Functionality: One of the arguments that adaptive website providers make is that you can't put mobile functionality such as "Click to Call" or GPS-enabled navigation on responsive sites. This isn't true, though most of the responsive sites that I have seen do not take advantage of this. You can have that sort of unique functionality appear on your responsive sites when they are on a mobile screen and have them not available on a desktop. If you're considering responsive, ask your vendor if this is the case for their sites.
• Morphing Buttons: Many of the buttons on desktop websites are square. This doesn't lend to an effective mobile translation most of the times because they are too big to see on a single mobile screen. When a responsive website is rendered on a small screen, those large buttons should "morph" into mobile-friendlier buttons, preferably long rectangles that are still big enough for those of us with fat fingers.
• Intelligent Navigation Bars: Just like with the buttons, the navigation bars at the top that are so easy to use on desktop often become a challenge on mobile devices. Most responsive websites stack the navigation options when viewed on a small screen. This is a mistake. Instead, there should be a transition to a drop-down menu for the mobile experience. It should be at the top right and be easy to push for us fat-fingered-folks.
• Remove of "Extras": Even though we'd like to think that everything on our website is of vital importance to our visitors, there are always "fillers" that make sense on desktops but not on mobile. For example, that scrolling display of all of your vehicle types (you know, the one that gets somewhere south of 20 clicks per month) should not be taking up space on mobile. It' fine for desktops but make for a bad mobile experience. Remember, mobile is about getting to the point.

There are plenty of other things that I could go into regarding what to look for in a responsive website design, but I'll leave it off where it is and add a single closing thought: a great adaptive website is still better than a good (or bad) responsive website. Let the numbers guide you in your decision. It's about getting leads and driving more people to your inventory both online and offline. Make sure that the experience they're receiving in their mobile exploration of your website is better than any of your competitors. It makes a difference.

Many of you already have websites which are (hopefully) integrated with your offline advertising channels (radio, tv, billboard, newspaper, magazines, direct mail), and you probably generate a substantial part of your traffic and leads through this channel.

What if I were to tell you that Google has made a game changing, strategic move that could reduce your online leads, traffic and profits considerably within the next 2 – 5 years if you do NOT pay attention to the implications of that move?

Google spent $12.5Billion last year to acquire Motorola Mobility, and this acquisition was so strategically important that Google spent more than 41% of it’s free cash for the deal. Now, why would Google bet almost half its cash reserves to make this deal? Is this acquisition telling you something about the future of the internet that WILL have a profound impact on your business if you ignore it? Note that, Google almost OWNS the internet today, but was willing to bet nearly half of its cash reserves to get into the mobile app design solutions playing field!

To understand why, consider these facts:

The Whole World Is Going MOBILE!

• · There are 5.2Billion mobile phones worldwide and growing rapidly
• · There are 1.1billion smart phones worldwide and growing rapidly
• · About 80% of US households have mobile phones
• · In the US, about 25% of mobile web users are mobile ONLY!
• · A whopping 10% of Google’s page views are mobile
• · About 83% of people go online to find a business

Bottom Line: Mobile apps are now replacing web sites. And if you are not thinking about or taking steps TODAY to integrate your existing websites with mobile, you will slowly find yourself out of business!

So What Do You Do?

Fortunately for the small to medium sized business person, there is still time to act, even though the window is closing fast! There are a few, affordable, scalable and functionally powerful ; cross platform mobile app solutions on the market for you.

What Features MUST You Look For In Your Mobile App Design Solution?

• · Your App Must Have Cross Platform Capability – Must work on Iphones, Ipads, Android, Windows, Blackberry and if you can afford it, Kindle and Nook!
• · Push Notification – This feature allows you to send unlimited offers/coupons to ALL your customers who have opted to download your app ( at NO additional charge)!

o And by the way, the open rate on push notifications is 97% within 5 minutes, vs. only 4% for emails and even lower for newsletters!

• GPS Direction – One tap by your customer; and directions to your business is displayed!
• Quick Response (QR) Coupons – Can be used to download your apps and also as a ‘frequent buyer” card similar to the paper cards used by coffee shops, etc
• Tap To Call – One tap, and device calls your business, no more fumbling to find a # and dial
• Tap To Email – For your newsletter, etc
• Mobile Appointment Scheduling/Reminders – For the Service Division - Should integrate with your existing platform and allow you to schedule and/or remind customers of upcoming service by text messaging.
• Simple, Inexpensive, Complete Integration: Your app must be capable of handling the existing functionality and features on your website, and must be scalable to handle future changes. You must not accept high cost, ongoing code changes.
• Guaranteed Submission & Acceptance Into Apple I-Stores & Android Market Place: Your app is no good unless it is accepted by Apple & Google. Your mobile app developer must have the credibility and ability to deliver your app to Apple and Google!

Finally, WHY Should You Consider Getting A Mobile APP?
Your current and/or future customers comprise the majority of the ‘untethered” consumer. Whoever is in their pockets (via smart phone app), will COMMAND their attention, loyalty and $$$ dollars!

• Their smart phone are within reach 24/7
• 97% of them will open/read your messages/coupons or offers within 5 minutes, vs. only 4% for email (within 24hrs)
• It Is A Question Of ROI And Profitability- Your mobile app will help you better integrate and tie together ALL your online and offline marketing channels. and reduce your advertising seepage!
• Your websites must be integrated and connected to your mobile apps.
• You will reduce advertising expense seepage, and with the same amount of ad spend, you should expect to get more   customers, keep your existing customers coming back more often and buying more often from you.
• A mobile app allows you to have a one on one intimate communication with your customers
• Constant Branding – You are right ON your customers’ mobile device 24/7!

 Click here for more information about how you can take advantage of this mobile app design solution

Michael Ofori is President of MVO & Associates, LLC, a multi-media advertising agency and can be reached at:

978-631-0363 or email mike@multimediaadvertising.biz