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.