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A Mobile-First Approach


A mobile-first approach makes it easier for businesses to enhance customer engagement, boost user experience, and increase the overall buyer experience.

Morgan Stanley revealed that since 2014, mobile devices have witnessed more active internet users than desktops. Google’s Consumer Barometer 2015 revealed that 52% of Malaysians access internet using smartphones. Another report by statista.com pointed out there will be 13.7 million smartphone users in Malaysia by 2019 and that by the end of 2016 the country will boast of having more than 11 million smartphone users.

With such intense growth of adoption of smartphones, buyers both in the B2B and B2C space are religiously consuming content on the go. And this has opened up a whole new window for engagement. What sets a mobile first approach apart from traditional approaches is that, when executing marketing and advertising campaigns, businesses can target buyers depending on their demographics, interest and specific locations.

Imagine you are a restaurateur operating in a little nook in a high traffic area. How do you ensure footfall traffic to your restaurant? It’s easy. By tracking a mobile user’s location one can easily generate a pop-up on a customer’s smart device requesting her to visit a particular food joint. Or perhaps send a quick push notification about discounts and offers to attract nearby customers.

A recent survey also confirmed mobile users do not shy away from sharing location data if the need arrives. An infographics published by marketingland.com revealed that 57% of customers are willing to share their location to receive more relevant advertising and that 53% of potential buyers are willing to engage with location-based advertising.


Even in the B2B space, having a mobile-first strategy organizations can market their products better. C-level executives never stop thinking about work. A CIO, on her way back home might be looking for content that talk about better mobility practices. A CMO on her leisure time will be reading about solutions that enhances customer engagement. And chances are they will carry out such researches on their smart devices and not so much on a desktop as they’ll be on the go. Hence surfaces the need to have in place a proper mobile approach to foster a higher level of engagement with customers wherever they are.

A mobile first approach also means developing applications to enhance user experience. Mobile websites are fine but apps are better. Today’s customers love apps. And why not? It makes lives much simpler. Using applications your customers can communicate or transact with your organization from anywhere anytime. The reputation of a financial institution or an ecommerce company now, to a great extent, rests on app experience.

According to a report by cmo.com more than 70% of consumers want their apps to perform tasks seamlessly and almost 80% said they will utilize or purchase applications that have ‘easy-to-use features’.

So, on the bright side, a mobile first approach armed with user-friendly applications can be a competitive differentiator and help organization retain customers and loop in new ones.


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