This is a very short 7-8 minute presentation I gave on a panel at adtech this past month. The main thrust of this POV is that the internet is everywhere and if we don't adopt that strategy then we will fail. The implication is mobile and connected devices need to be thought of as a platform instead of another planning channel. Many refer to this as Mobile First but I prefer Mobile led Omni Channel Planning. The reason for this is many in the tech industry are still thinking in silos but because of the popularity of mobile say do mobile first. Hence the name Mobile First.