It’s no secret that young adults are glued to their phones. You might be surprised, however, to learn how much they accomplish on those screens. Many of them are using their mobile devices to achieve a range of tasks, including planning their future. That your website is easily accessed on a mobile device is extremely important to the success of your marketing initiatives. Not only your website, but your stand-alone advertising MUST be accessible on a mobile device.
It goes without saying that any communication tool needs to be responsively designed. However, the real hype about mobile friendly websites began with "Responsive Web Design", an article in 2010 by Ethan Marcotte on A List Apart. When we heard him talk in 2011 it was an epiphany.
Essentially, the article proposed addressing the ever-changing landscape of devices, browsers, screen sizes and orientations by creating flexible, fluid and adaptive Web sites. Instead of responding to a desktop Web version adapted to the most common screen resolution, along with a particular mobile version (often specific to a single mobile device), the idea was to approach the issue the other way around: use flexible and fluid layouts that adapt to almost any screen.
There are more and more websites that have redesigned in a responsive format - not only drupal but wordpress include this as standard in their core themes. If you are interested in reading more about Responsive Design please check out the following sources:
Ethan Marcotte's book on Responsive Design is both accessible and thorough: http://www.abookapart.com/products/responsive-web-design
Trent Walton's work on Content Choreography is also not to be missed: http://trentwalton.com/2011/07/14/content-choreography/