It is vital that you take a mobile first approach to marketing. Why? Because Google says so. It makes sense since mobile and tablet internet usage exceeded desktop in October 2016—you need to connect with potential customers on the devices they’re using.
Right now, mobile marketing is significantly underutilized so your marketing dollars will stretch a lot further and usually convert at a higher rate. Facebook has taken a mobile first approach which provides mobile marketers with exceptional targeting capabilities.
With a good mobile marketing strategy, you can reach new audiences in new markets multiple times throughout the customer journey (see Micro-Moments).