One of the biggest challenges facing the use of the mobile device as a marketing vehicle is deciding where in an organization mobile fits. Is it media, marketing or something else? Given that the best mobile executions to date have been highly integrated (not banners) or native experiences (applications), planning for mobile is challenging. The best advice I have for marketers is to shift your mentality from “winning in mobile” to “winning with experiences.” Although this may not address the challenge head on, it is a jumping-off point. If your north star is to provide great customer experiences, when it comes to planning for mobile, you will, at a baseline, ensure that you are not turning off potential customers — something that mobile marketing has a heightened potential of doing.