This document discusses the importance of mobile-first marketing. Some key points: - Smartphones are an indispensable part of daily life for most people and are used in many contexts. - Behavior on smartphones indicates intent to take action, like searching for local information or making purchases. - Marketers need to understand audiences' mobile experiences and expectations in order to effectively engage customers on their preferred devices and channels. - Companies should plan mobile email campaigns first and optimize the entire inbox experience for smartphones.