Loads was said about mobile. It is the future, it is now, it is irrelevant, it is .... Exactly what it is?
I think mobile is how people live their lives in a busy, hectic, always-on-the-go world. Yesterday's consumers are today's Participants. We do not have the mission of informing uninformed anymore. Participants expect seamless experience across all channels, it requires integrated planning and management.
How to do that? By tapping into human experience...