It's Time to Shift the Focus from Mobile to Mobility

by AdAge

Let's Stop Thinking About Mobile Just as a Channel or Tactic and Move on to a Bigger Idea.

In an industry that's obsessed with tapping into the Zeitgeist, we talk about mobile as though it's the bright and shiny new object in marketing. Are we kidding? This year, smart phone penetration in the United States will hit 80%, tablets will overtake sales of PCs, and already about half of online traffic is taking place on the mobile web. Come on marketers … consumers and manufacturers are way in front of us. Let's kill off talk about developing a mobile plan. Our marketing plan needs to be our mobile plan … and so too do our communications.

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