Suzuki has launched a new emagazine Way of Life in hand with custom publishing house Edge, using responsive design. The design format aims to cater to the ever expanding market of tablets and smartphones by rearranging content according to the device being used, countering the need to build different sites for Android, Apple, desktop and mobile.
Edge’s head of strategy, Richard Parker says the focus shouldn’t be on trying to scale a website into every possible screen size available.
“Instead, we should be starting to think about content and the environments in which it will be consumed and the context in which it will be consumed in, then from this, create the right web properties to meet these needs.”
Some perceive responsive design to be having a few teething problems. Websites built with responsive design can experience delayed loading of images and content, and issues with the formatting of advertisements. And being relatively new technology, it can be quite an expensive option. However, Parker says the supposed slow load time comes only when compared to native apps, or when a site is primarily image-based.
“The uptake of 4G for mobile networks will greatly improve this as will the NBN with its high speed broadband.”
Suzuki has been one of the first automotives to choose responsive design with the guidance of Edge for Way of Life. The online publication covers vehicle launches, promotions, travel stories and news about the brand, and is sent to more than 100,000 Suzuki fans across multiple devices.
“Responsive design works well for the [Suzuki] site because its architecture and functionality is quite simple and streamlined. If it were a more detailed site and had utility or e-commerce components this would make responsive quite difficult to achieve,” says Parker.
Edge’s director Fergus Stoddart said the company recognised Suzuki’s audience used multiple devices and a multi-screen solution was required. “A responsive design, while maybe costing a little more, will ensure the entire Suzuki customer database has access to the new e-magazine,” Stoddart said.
Suzuki Australia’s national communications manager, Andrew Ellis said, “Until now, Suzuki didn’t have a way of regularly communicating with our customers, other than through our annual print magazine. This new online channel will provide a digital touch point to our growing customer base, as well as our dealer network.”