As of 2013, more than 6 billion people owned mobile devices. To put that into perspective, only 4.5 billion people had reliable access to toilets that year. We live in a world inundated with screens both large and small. With so many people wielding so many devices, it is more important than ever to create compelling content that works well across a variety of different screen sizes.

For years, you have likely been advised that a “mobile first” design scheme would allow you to take advantage of the deluge of new mobile users pouring into sites each day. Based on that line of reasoning, you may have already opted to spend less on developing content for traditional computers. If you are sold on the virtues of developing content for mobile devices, you should give special consideration to venturing beyond the most basic aspects of the mobile first approach.

Many users switch between different devices consisting of both mobile and desktop computers to consume different types of content at different times of the day. Therefore, it’s imperative that marketers develop multichannel content to better capture users across a variety of devices with varying screen sizes. By using the multichannel approach, it is possible to future proof your campaigns while becoming less reliant on developing content with specific devices and screen sizes in mind. Ultimately, the goal of a marketer is to accurately track users across multiple devices, so your campaigns should reflect the same fluidity in which your users swap out their devices to view your content. Utilizing a mobile first approach, however tempting that it might seem, will only yield a small piece of the much larger puzzle.