Dive Brief:

• Recent research from Adobe found that 80% of marketers don’t have a mobile strategy for the next twelve months.
• However, 63% of marketers reported that the quality of the mobile experience is more important than the desktop experience, and that 37% of their traffic is coming from mobile.
• The study polled 4,000 marketers and digital decisionmakers from around the world.

Dive Insight:

Mobile is big — and it's only getting bigger. 

What was once a blip on many marketers' radar screens only 5 years ago has now become an urgent priority. Consumers are increasingly using mobile devices for a variety of purposes, and brands that are unprepared to accommodate them risk losing their business. 28% of e-commerce now happens on mobile devices, according to Adobe, a 21% increase over 2015.

"Mobile is critical — Google has finally noted that more than half of searches are conducted on mobile, and this will only go up as computing becomes even more ubiquitous," Noah Jessop, head of data for Liquid PCH, told Marketing Dive earlier this year. "The shift to mobile is only going to increase — and unprepared marketers will be left trying to catch up."

For marketers looking to make the most of mobile, three tactics are essential when putting together a mobile strategy: making use of programmatic buying, taking advantage of hyperlocal targeting, and using paid search to drive ROI.