GUEST ARTICLE: How mobile-first approach makes a difference in brand’s presence during festivities

Brands are adapting the mobile-first approach to reap incremental ROAS and optimal results.


Mumbai: Be it a usual day or a festive season, people prefer to hop onto their systems to look for online offerings for all their needs. But technology has evolved innovatively that now almost all desktop operations have converged into smartphones, making people mobile-first. The transition has been tremendous, as now both web & mobile come together as one unit, which could be attributed to the penetration of the internet, coupled with pocket-friendly smartphones.

The ease of smartphones has made people rely on them and given businesses a platform to make their mark. This is why the advertising landscape has also evolved due to the fact that mobile ads hold importance for most brands. And with the beginning of the festive season, mobile advertising becomes more meaningful for businesses to tap into the right audience because 79 per cent of smartphone users completed a purchase via their mobile in the last six months. It makes more sense for marketers to better optimise their apps & websites for portable screens over desktops. Owing to this, brands are adapting the mobile-first approach to reap incremental ROAS and optimal results.

Let’s discuss in detail ‘what is mobile first approach and how it makes a difference in brand’s presence during festivities.’ 

Mobile-first means user-first because, currently in the world, including India, smartphone users spend 4-5 hours per day on apps in quest of more online and new content. This is due to the convenience provided by mobile devices, which perform all the tasks seamlessly, so humans are not bound to sit & spend time on laptop/desktop screens. A mobile-first approach means providing users with easy navigation & user-friendly experiences on smaller & portable screens that enable them to easily access content anytime, anywhere. This approach also assists marketers in better shaping their business practices because smartphones, as the epicentre of inventory planning, help them strengthen their connection with users.

The phrase "mobile first" isn't new; it was popularised in 2009 by Luke Wroblewski's book, which focused on the challenges that brands faced when transitioning from desktop to mobile web. However, presently, it is revolutionising the advertising ecosystem because of the evolution in technology, which also gives an extra edge to businesses as it involves:

  •     Comfort & Convenience 
  •     Trustworthy environment via which, users prefer to ‘go online’ to make purchases 
  •     Blend of predictive analytics with artificial intelligence & machine learning algorithms 
  •     Fast loading of pages & content

Moreover, the festive season evokes emotions that encourage users to make expenses since their sentiments drive their purchasing decisions. And this time, it has come with more enthusiasm & excitement because it is no longer under the shadow of a pandemic that lasted for nearly two years. So, it can be said that the mobile-first approach in place can surely make a difference in brand presence, as this year, online festive sales are predicted to register a 28 per cent increase to hit $11.8 billion. 

Moreover, India is the second-most internet-populated country in the world, with 931 million users in 2022, which could be a perfect opportunity for brands to dive into a mobile-first digital strategy. This can be beneficial in building a personalised relationship with consumers, as they better respond to brands that offer personalised offerings that match their interests.

Here are the benefits of the Mobile-First Strategy that can boost sales efficiently by making a brand recall during festivities. 

Wider Reach: A mobile-first approach can facilitate brands in increasing their reach while enhancing their user base because today's smartphones have become the ‘front door to online stores’. 98 per cent of the targeted consumers shop digitally and ¾ of them start their shopping journey on their mobile via which marketers can showcase the story-telling adverts & messages through the right medium. This will help propel the campaign's performance, make an impact, and boost sales.

Better Bonds: To know and understand the audience is the foremost part, but building better relationships with them is equally important, which can be done via analysis of their interests, buying patterns, and most importantly, the timings when they remain active on their mobile. 51 per cent of users check apps between 1-10 times a day, which can be an x-factor for marketers to tap into such audiences and provide them with respective offerings during festive days, incorporating a mobile-first approach. This will be effective in promoting a brand, increasing user engagement and retention rates, and also developing an impactful bond with consumers.

Quality Monetization: Having a mobile-first approach is beneficial in identifying the right-performing channel that drives expected results; since this approach offers different app monetisation opportunities, based on the type of app which leads to potential sales. For example, during festive days, e-commerce apps can provide BOGO offers, flashy discounts, etc., which can help increase engagement and sales. This is because users feel happy with these deals and come back to an app for more exclusive offerings, which not only increases ROI but also enhances brand reach and recall.

Smartphones are the primary touchpoint for users’ needs, wherein the mobile-first approach will surely unfold more opportunities for marketers in upcoming times. Thus, this festive season, embrace the mobile-first strategy to bridge the gap between brands & consumers and to create a powerful brand presence.

The author of this article is Xapads Media vice president - sales & marketing Alok Pandey.

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