Before the launch of the iPhone in 2007, and for some years after that, ‘mobile’ was perceived as a standalone channel, deserving a dedicated strategy, budget and team. Now, although mobile is infused into every aspect of digital marketing, there are still aspects of marketing that are distinct to mobile and require particular attention.

Read on for key strategic approaches, use cases, considerations and useful guidelines for marketers to consider when devising their mobile strategy, as well as best practice recommendations for creating better mobile experiences.