What do we talk about when we talk about mobile? Increasingly, the landscape is muddled. At a host of technology conferences over recent months: ad:tech San Francisco, Advertising Week, IAB MIXX and even the Mobile Media Summit, not once did a speaker explain specifically what was being talked about when using the term "mobile."
To contextualize any discussion of mobile marketing or media these days, the entire arena must be addressed with a much greater level of specificity. Raise this point with people who live and breathe mobile and the first reaction is, "Oh! I get it. You mean whether it's an iPad or smartphone, right?"