Putting a Marketing Strategy Behind the Push for Mobile

Consumers are engaging with mobile in ways we could never have imagined just a few years ago. This activity isn't a short-term change in behavior — it's here to stay. While the temptation to jump on board now is strong, good things will come to those who think and plan before taking the leap.

Let’s start with a little level-setting. First, despite all the talk to the contrary, nobody needs a mobile strategy. What's needed is a marketing strategy that incorporates the benefits of mobile. The real value lies in its always-on, always-connected and always-with-me status. That means that mobile is best used to connect all critical touchpoint tactics in a marketing strategy to make them more effective.