I recently wrote a blog post on branching content , and now I’d like to explain the solution that will keep your audience happy in terms of content representation. Just for a moment, let’s imagine that all of your clients, regardless of whether they’re desktop or mobile, receive the same content on all platforms. This content is well-designed and properly structured: it works cross-platform. If you want to emphasize certain content for a specific group of users, you can do so effortlessly with the help of adaptive content.
Imagine a situation in which some ordinary sales director provides his entire team of sales representatives with iPads. They are cool, easy to use for sales, and handy for demonstrating product presentations to potential clients. And they look more prestigious than a boring laptop. This is actually a trend: up to 80% of all entrepreneurs, according to Model Metrics, are going to introduce tablets to the sales process by the end of 2015, and about 50% of them regard tablets as direct sales instruments.
IT specialists start brainstorming about how exactly the mobile app for the company will look and how mobile UX should function on the iPad. They start visualizing all the beautiful diagrams, graphics, rich media, videos, even product features that can be modified at once.
Although it may sound very attractive, they are multiple questions that you as a marketer and content strategist should ask before you go ahead with moving content to the iPad.