The first wave of 'mobile first' design was all about responsive web design (RWD). RWD uses ‘media queries' to figure out what resolution of device it's being served on. Flexible images and fluid grids then size correctly to fit the screen.
Modern marketers demand a true multichannel approach, with flexibility in how the site appears and functions on various form factors. Meanwhile, mobile users are more discerning about functionality and speed.
Enter adaptive design (AD). AD separates content and design, allowing websites to blend in key elements of RWD, while empowering marketers to engage customers in multichannel conversations. This approach means that less data needs to be downloaded onto the device and saves costs by making development more efficient.
Marketers can now tailor their efforts to individual devices for more dynamic communications.
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