Week 1: Develop Your Mobile Strategy

The key to survival and success in a fast-evolving digital world is to understand the challenges posed by emerging platforms and adapt to them as they come along. The only surefire way to manage this change is to develop a strategic plan for how you'll handle it—and how you'll incorporate all the mobile tactics available to you. We find that it is easy to mistake tactics for strategy, so we'd like to start out by explaining the difference between the two.

Chapter Contents

Draw the line between strategy and tactics

Understand what you can achieve with mobile strategy

Collect the right information to build your business case

Understand your audience and opportunity

Evaluate your mobile presence and establish ...

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