NEW YORK – A Mercedes-Benz executive at the Mapping Mobile @ NYU Stern conference last week outlined the company’s decision to go the responsive Web route earlier this year with a personalized experience at the core.
During the “Inspiring Connectivity through Mobile Platforms” session, speakers from Mercedes, Time Inc., The NPD Group and McGill University spoke about different ways that marketers are being forced to think with multiple screens in mind nowadays. The Mercedes executive positioned responsive design as a way to serve up customized content, although other marketers insist responsive does not go far enough in enabling customized mobile experiences.