ABC is an integrated creative and marketing agency specializing in brand building and management.
We make African brands stronger through innovative platforms and iconic campaigns that connect our clients to their chosen audience.
The ‘Mobile First’ design mantra that has swept our digital universe is already giving way to its logical successor, ‘Mobile Only.’ Companies were once advised to build their digital platforms with the mobile as the first screen in mind. Now the mobile is not only just the first connection point for digital users, it is the primary one.
Companies were once advised to build their digital platforms with the mobile as the first screen in mind. Now the mobile is not only just the first connection point for digital users, it is the primary one.
Nowhere is this truer than in African countries, where mobile is practically the exclusive mode in customer experience. Earlier this month, Facebook released its latest statistics revealing that more than 80 percent of its user population in Africa accessed the service via mobile phones. In Nigeria, 100 percent of Nigeria’s 15 million active monthly users are coming to Facebook on a mobile device. In Kenya, it’s 95 percent out of 4.5 million monthly users. Facebook’s newly appointed Head of Africa, Nunu Ntshingila, said, “Mobile is not a trend; it’s the fastest adoption of disruptive technology in history of communication. It’s also an incredibly personal device regardless of where a person lives or how they connect, and businesses need to reach people where they are, not where they were, in an authentic, personal and relevant way.” This is an incredibly true statement and one that many companies, including our own, struggle with in communicating with their audience. In many campaigns, the mobile strategy tends to get classified under the very large umbrella of digital marketing. This is a pity because sometimes there is an impetus for these strategies to be developed individually (even exclusively). When the habits of our clients and their customers have shifted so sweepingly toward one side, perhaps it is time for marketing strategies to also adopt a ‘Mobile Only’ approach.