Brian Cooper, chief creative officer of OLIVER Group UK, explains how some brands are still playing catch-up to new technology

Brands are constantly playing catch-up when it comes to technology. With the advent of the internet, companies scrambled to make websites; if they didn’t, they might as well not exist. The same mad dash happened again with smartphones, and as global mobile use surpassed desktop, the marketing buzzword of the past few years became “mobile first.” The circle of life continues: when consumers migrate to a new environment, brands are never far behind.

But many brands don’t think carefully enough about their transition from one platform to the next. And this is especially true of the smartphone explosion. Just think, how many apps have you downloaded, opened once and never used again? What sticks most are mobile native applications—experiences born on mobile and designed exclusively for mobile devices.

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