Every advertiser should add mobile to their marketing mix – period. Mobile increases the overall performance of campaigns across all channels. In a recent study, we found that consumers who see ads in multiple channels convert 24 percent more often than those who see them in one channel.

The cross-channel impact of mobile speaks to how critical it is to approach mobile as an integrated part of a broader marketing campaign, not just as an isolated channel. But many marketers dive into mobile with too much focus on mobile-specific tactics, such as the ability to target users in very specific locations through hyper-local targeting. Often this hyper-local approach can do campaigns a disservice, deteriorating the intended results.