As huge chunks of web use shifts to mobile, organizations are scrambling (and rightfully so) to accomodate the fast-changing evolution of consumers' mobile use.
We've made this mistake before. We weren't quick enough to understand the needs of digital consumers, and we paid for it. I talk in the first person because I was part of the print industry for a decade. So we're not going to be caught unaware this time. I get it, and I believe it's a critical adjustment for all organizations to make.
What really matters has never changed. What we've always needed to be focused on is the needs of our users, whether those are print, digital or mobile. We need to use data and first-person consumer engagement to build a relationship with our users that transcends the medium.
The presentation below by IBM Mobile Enterprise Marketing Director Ed Brill highlights how organizations should be strategizing to accomodate the evolution to mobile. I had the great privilege of working with Ed years ago when he was a contributor to the Chicago Tribune's TribLocal where I worked, and now I get to watch his work via our social connections. His presentation brings into sharp focus the need to focus on the user experience when implementing a strategy. I'm excited to share it here.