Cross-screen commerce has become a focus for many brands. Consumers are looking for convenience and instant access to their favorite stores and products. As mobile technology has grown increasingly “smarter,” so has shoppers’ reliance on their devices for more of their retail needs.

In a report from Nielsen, 91 percent of adults have their mobile phone within arms reach 24/7; with that kind of immediate dependence, online retailers and mobile marketers should be prepared with a cross-screen commerce strategy. But while the marketing concepts and strategies for mobile are similar to those for desktop, the tactics are not.

Beginning this year, marketing teams need to think more aggressively about mobile and multiscreen. They must also reach beyond just downloads as the main performance metric. Downloads are easy–2014 will be about mobile monetization, and marketers will need to go the extra distance to find success.

Following are five essentials mobile marketers should take into account to leverage multiple devices for driving purchases and lifetime value.

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