Mobile-First Isn't Enough — It's Time for A Mobile-Only Digital Strategy
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Over the last few years, “mobile-first” has become the mantra among savvy digital marketers. But a mobile-first approach seems to be more of an ideology than it is a standard in digital design. Recent research shows that marketers still invest in mobile as an afterthought or as a bolt-on to more mainstream digital programs. For some reason, executives still need more convincing to properly fund and support mobile initiatives that span the entire customer journey, not just pieces of it.
While mobile is often referred to as the second screen, the reality is that smartphones are really the first screen among connected consumers. They are always within reach. They are the first place consumers go to communicate, research and share. As of last year, mobile platforms accounted for 60% of total time spent on digital media, according to ComScore.
The truth is that “mobile-first” should be the standard for all things digital. According to a recent study conducted by Nielsen, roughly half of consumers believe mobile is the “most important resource” in their purchase decision-making. And more than a third said they used mobile exclusively. At this point, mobile-first may not be enough. To be successful, brands and agencies must think beyond mobile campaigns and start to think about mobile-only as a complete foundation for the next generation customer journey.
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