Mobile technology and performance marketing have already changed the online marketing branch and will never stop doing so. The Year of Mobile is something we hear every year, but it never really showed the estimated results.
Consumer behavior is continuously switching towards mobile. People are living online and do this mainly through mobile devices. They use a tablet as an second screen device, while watching (Smart) TV.
Mobile technology challenges us to re-think mobile strategies and set up mobile-only campaigns. In performance marketing you must see mobile as a separate strategy and make sure you use separate creatives and separate landing pages (or a responsive landing page) on mobile devices. Also make sure that on mobile devices, the screen sizes are very different compared to tablet/desktop and therefore the behavior is also different. For now, mobile is still primarily used for orientation and small/easy/low-key purchases compared to tablet/desktop.