In 2016, global mobile web traffic surpassed desktop web traffic for the first time, with mobile device usage continuing to rise rapidly. This trend towards mobile is great news for businesses, which can better serve their customers by harnessing the strengths unique to mobile, such as the ability to deliver personalised content, the 24/7 internet access it offers and instant access to immersive apps, which enable shopping, geo-targeting and social sharing.

Being present on the mobile channel is not just another box to check in your digital strategy. Mobile is where marketers can be closest to their customers via multiple channels. It represents a personal, live and always-on connection with customers. This kind of connection requires a specific and unique strategy. Marketers should develop their marketing strategy with a clear focus on mobile experience. 

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