May 9, 2025

Stop treating mobile as a silo; it’s a keystone in a broader ecosystem for engagement Last updated: 3 MIN READ We’re in an ultra-connected world where the first brand interaction might happen on a smartphone, the second on a laptop, and the third via connected TV (CTV), and one thing is clear: the future of marketing isn’t necessarily mobile-first. It’s experience-first. And that experience must transcend channels, devices, and platforms seamlessly. I’ve seen firsthand how the rapid rise of mobile apps has reshaped the digital landscape—particularly in dynamic markets such as the Middle East. According to recent research by Martechvibe and Branch , 78 per cent of marketers in the region now consider mobile apps a primary channel for customer acquisition, engagement, or retention. That’s massive. But it’s also only part of the story. Apps are no longer just a nice-to-have. They’re foundational. But the smartest brands aren’t stopping at mobile—they’re orchestrating omnichannel strategies that meet users wherever they are, then guide them on a journey that’s cohesive, contextual, and compelling. David Karnstedt | CEO of Branch The experience economy demands omnichannel thinking Think about your customer. This person might browse your brand on Instagram during a commute, research products on a desktop computer at work, instal your app later that evening, and finish his or her purchase via CTV while streaming a favourite series. If that journey feels disjointed, this customer’s gone—potentially for good. The problem? Too many businesses are still operating in silos. App teams don’t talk to web teams. CRM sits apart from media. Attribution is fragmented, and the result is conversion leakage—those costly moments where customers drop off because the path from point A to B wasn’t seamless. Unifying that journey through a thoughtful omnichannel strategy, underpinned by data, powered by smart tech, and led with empathy is the solution. Retention is the challenge you’ll continue to hear about left and right The Middle East is a fertile ground for mobile-first innovation. With high smartphone penetration and a digitally native population, the region is poised to lead the next wave of app growth. But here’s the catch: retention is still the #1 challenge , with nearly 80 per cent of brands struggling to keep users engaged long term. This isn’t unique to the Middle East. Globally, we’re seeing that mobile apps often win the first engagement—but fail to nurture it into loyalty. And while app-centric strategies remain critical, they must be complemented by a robust, cross-platform approach that integrates web, email, social, CTV, and offline experiences. Let’s not forget that web-to-app flows remain one of the top acquisition channels, as noted in the report. That’s your customer telling you: “I don’t care about your internal channel preferences—I care about ease, value, and trust.” One of the biggest missed opportunities I see across the board when it comes to retention? Personalisation. Successful personalisation requires two things: deep customer understanding and accurate attribution. Yet we see that 57 per cent of marketers still struggle with attribution accuracy. That’s a critical problem, especially when we’re expected to justify ROI across every campaign and channel. It’s time to demand more from our data infrastructure. Better integration. Cleaner analytics. Smarter measurement that connects the dots between a click on a mobile ad, a web visit, an app install, and a CTV impression. Because when we truly understand the customer journey, we can optimise it at every turn. Omnichannel doesn’t just serve users—it future-proofs brands Let’s talk business outcomes. Omnichannel growth isn’t just about engagement. It’s about higher lifetime value (LTV), better ROI, and greater brand loyalty. A recent report by McKinsey found that companies with strong omnichannel strategies retain 89 per cent of customers, compared to just 33 per cent for those with weak ones. In the Middle East, where many businesses are scaling rapidly, the opportunity is to leapfrog legacy thinking and build modern growth machines. That means connected tech stacks that unify data across app, web, and offline; privacy-conscious personalisation that builds trust; cross-device attribution that powers real-time decision-making; and creative strategies that convert and captivate. Omnichannel is not about being everywhere. It’s about being present in the moments that matter—across any screen, any channel, any time. As leaders, we must stop treating mobile as a standalone silo and start seeing it as the keystone in a broader engagement ecosystem. Our job is to orchestrate that ecosystem so brilliantly that customers never notice the transitions between channels. – In association with Branch