Everyone accepts the ubiquity of mobile devices. In many markets today – particularly in the developing world – it’s not simply a case of mobile first but mobile only.
For marketers, the pandemic accelerated the move to digital at the same time as the ability to target users via third-party cookies is being phased out.
This means direct mobile channels are now even more important, though many brands are still stringing together siloed and disparate marketing campaigns that clumsily bridge the gap between traditional online and mobile first approaches.
