Internet-first

An 'internet-first' approach signifies a business model, design philosophy, or operational strategy where the internet and its associated technologies (web, mobile, digital platforms) are the primary, foundational element of the venture. It prioritizes digital channels for customer acquisition, engagement, and service delivery, often foregoing or relegating traditional 'brick-and-mortar' or physical-first approaches. This encompasses website/app-centric design, online marketing, cloud infrastructure, and data-driven decision-making. It reflects a paradigm shift where the digital world is not merely a supplementary channel but the central focus. The internet-first approach typically values speed, scalability, accessibility, and global reach, catering to the preferences of modern consumers. Its strategy tends towards the use of digital marketing and a robust presence on social media.

Internet-first meaning with examples

• The startup's internet-first strategy involved launching a fully functional e-commerce platform before investing in any physical retail locations. Their entire business model was built around online orders, targeted advertising, and social media engagement. This allowed them to quickly test product-market fit, gather customer feedback, and scale operations rapidly based on data analysis. This digital focus enabled them to reach a wider customer base globally.
• The publisher adopted an internet-first publishing model, prioritizing digital content creation and distribution. They focused on creating short-form articles, interactive content, and videos optimized for online platforms. Print editions are produced, but they derive from the online presence instead of being the core activity. This strategy enabled the company to reach a much broader audience and gather data about content performance.
• The new bank embraced an internet-first banking model, allowing account openings and daily operations through mobile applications, and a website instead of physical branches. This decision greatly decreased overhead expenses, enabling competitive interest rates and service. The user experience, enhanced by AI-driven chatbots, was specifically designed for convenience and accessibility, meeting the needs of digitally-savvy customers.
• To thrive, the company shifted to an internet-first sales strategy by investing in advanced data analytics and customer relationship management (CRM) software to enhance its online customer experience. This enabled personalized marketing campaigns and efficient order processing which boosted sales figures, and increased customer loyalty. The transition also required staff training to improve digital marketing and technical skills.
• The design firm embraces an internet-first design philosophy, which informs all of its services from branding to user interface (UI) design. It centers all design decisions around the needs and behaviors of online users. Designs are optimized for mobile devices and website performance to enhance user engagement, using A/B testing for rapid iteration.