Why mobile needs to be a part of your strategy but NOT your only strategy

The great thing about understanding mobile is knowing that it is not now - nor may it ever be - the end game we thought it was meant to be.   Huh?   Mobile is an incredibly important part of an overall strategy and that strategy needs to be baked before getting into mobile anything. We've seen so many companies dive head-first into mobile and then, once they are hip deep into a project, try to figure out where it fits in their business. This won't work now and it won't work tomorrow. This will never ever work.   Instead of thinking that mobile is the end game, you should be thinking about how mobile intertwines within your current strategy and how it can enhance that strategy. Think of mobile as an onramp if need be or somewhere else during the consumer journey but mobile, by itself, is not the answer.   Watch this quick episode to understand how mobile can wrap itself around and support business strategy and why it should never be alone and unsupported.