It's not exactly clear when the Year of Mobile began for marketing. But after a half decade or more of mobile-boosters declaring it so -- and well after consumers made the switch -- it's here.

EMarketer predicts that 2016 will be the year that mobile ad spending eclipses desktop ad spending, and account for nearly a quarter of total media spending to boot. By 2019, the researcher predicts that mobile ad spending will rise to $65.49 billion, or nearly 70% of total digital ad spending and close to 29% of total media spending.

Now "The Year of Mobile" has given way to another rallying cry: "mobile-first." But not only is it easier said than done, it's not always advisable. Putting mobile at the forefront of your strategy bears careful consideration over whether it is actually right for your brand. Here are just some of the things to keep in mind when going mobile-first: The screens are limiting and small; your marketing must be less interruptive and get consumers to opt in; if you're going with apps, they need to have utility; mobile must be regarded as part of a larger marketing whole; and most of all, your brand must be suited to a mobile-first approach.

What's a marketer to do? ...

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