DMA: Data and Marketing Association
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Mobile-Friendly Web Design: Responsive, Adaptive, or Hybrid?

Learn the differences between responsive, adaptive and hybrid web design, the pros and cons of each, and how to determine which is right for your business.

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Not sure where to start when it comes to your mobile site? With the Mobile-Friendly Web Design module, you will learn the differences between responsive, adaptive and hybrid web design, the pros and cons of each, and how to determine which is right for your business. Find out how brands have doubled their mobile traffic and quadrupled sales with savvy mobile web design, and what you need to consider before getting started.


  • Desktop vs. mobile
  • Understanding responsive web design and its pros and cons
  • Understanding adaptive web design and its pros and cons
  • Understanding hybrid web design and its pros and cons
  • Selecting the design that works best for you
  • Factors to consider when building your business case for mobile friendly web design

About The Instructor

Linda Bustos
Linda is an ecommerce strategist and author of the upcoming book Ecommerce Illustrated. In her 10 years in ecommerce, she has helped some of the world's larg... Read More »

Course Pricing

  • dollar Member - $99
  • dollar Non-Member - $149
See DMA Member Benefits »

Course Duration

  • 30 min

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Section 1: Understanding Responsive, Adaptive and Hybrid Web Design

  • The case for mobile friendly design
    • Desktop vs. mobile users
    • Multi-device behavior
  • Understanding responsive web design
    • Fluid media
    • Fluid grids
    • CSS media inquiries
    • Breakpoints
    • Advantages and disadvantages
    • Case studies in responsive design

Section 2: Adaptive & Hybrid Solutions

  • Understanding Adaptive Design
    • Mobile layouts
    • Advantages & Disadvantages
    • Case studies in adaptive design
  • What is hybrid design
  • How hybrid design works
  • Advantages & Disadvantages
  • Case studies in hybrid design

Section 3: Making Your Decision

  • Comparing the pros and cons of each method
  • Building your business case
    • User factors
    • Content factors
    • IT factors
    • Budget and maintenance factors
  • Selecting the method that works best for your case

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

Want to do even more with this topic? Join our Mobile & Digital Community and participate in knowledge sharing, best practice development, leadership building and networking with DMA members from across the globe. Please note, you must be a DMA member to participate in this group.
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