With Smartphone usage surpassing desktop and laptop, it makes sense to connect with your potential customer on a device with which they have a deep emotional connection. If in doubt, find an iPhone user and ask them to swap phones.
In addition, to wisely following Google’s ‘advice’, there are other strategic reasons for adopting a mobile first approach when drafting your marketing strategy. Mobile marketing is significantly underutilized, so your marketing investment will stretch a lot further and usually convert at a higher rate. This is naturally influenced by product, industry and conversion objectives. Furthermore, companies like Facebook, have taken a mobile first approach which provides unique opportunities for mobile marketers.