In a May 2013 webinar, Peter Goodman, VP of Salesforce Marketing Cloud, discussed the current state of advertising in the social media space. He took a look at the major advertising platforms on the leading social networks.
Goodman explained how social advertising is the hottest topic in advertising, forecasted to reach a $11 billion in the US by 2017, according to BIA/Kelsey in April 2013. He explained that one of the critical decisions for advertisers is what placements to select. Goodman has found that while desktop placements see an engagement of 1 to 3%, mobile placements see over 3% engagement. If you are a US advertiser, you also need to consider that eMarketer, reported that in 2012, 62.2% of US Gen X-ers and 62.2% of US Millenials access the Internet from mobile devices monthly.
If you combine these two statistics, it becomes clear that any successful digital marketing strategy in the future needs to have a mobile component. So, this is why responsive design is 2013’s design trend.