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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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