Lately I've been confused by some of my fellow marketers, specifically those working with large companies. They've been speaking of “mobile” as if it's a separate thing.
Mobile, meaning smart phones and tablet devices, aren't separate channels. What they are, is part of a larger whole. So when I hear marketers giving advice like “you need a mobile strategy”, it makes me scratch my head.
Responsive design, the ability for a website to automatically adjust its' content based on the screen size of the reader, has been around for many years. A large number of our clients have responsive design built into their websites. Read this blog on an iPhone, iPad or your laptop and you'll see what I mean.
It is now a given that your customer isn't using a single device, specifically a desktop or laptop computer. I'd argue this has been true for at least the past two years.
He may be out at lunch with his smart phone doing some Google searches. She may be sitting on the couch watching TV while browsing the web on her iPad. I've read of executives taking their iPads with them on business trips and leaving the laptop at the office.
However the point here is that you don't market to people differently because they are on a mobile device. Yes, there are some considerations, mainly design considerations, which can be handled with responsive design.
But don't think of mobile as a channel unto itself because it isn't. But be damn sure that when your customers view your site on mobile devices, they have an experience equal to the one they have on your website.