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When Facebook went public in May 2012, it faced seriously questions over its ability to grow its mobile business. Two years later it generates 59% of its ad revenue from mobile and that momentum is expected to continue.

Underscoring that shift, the social network’s first CMO, Gary Briggs, told the Business Marketing Association’s annual conference in Chicago on Wednesday that a month and a half ago Facebook surpassed 1 billion active mobile users, a threshold he doesn’t believe the company will ever get to on desktops.

The change is obviously dramatic and also totally conscious, which Mr. Briggs said was essential to go mobile. Here are his four must-dos to becoming an effective mobile marketer:

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