Whose life will be most enhanced by your app? Answering that question will depend on your
company’s background and products, and the answer will be different for existing brands making the move to mobile and mobile-first brands looking to expand their reach.
If you’re a mobile-first brand, you’ll need to gather information on your ideal user by examining the audience behavior and brand preferences of your competitors. We’ll go into this a bit more in the next section.
Either way, to drive a marketing program laser-focused on attracting an ideal user, you’ll need a clear picture of their behavior on mobile.