If you’ve been nodding knowingly and sharing the now decade-long joke about “Really, I mean it: THIS IS the year of mobile... not!”, tune in to this session for a fresh take on an actual punch line. Hint: The “Year of Mobile” isn’t coming… In this session, we’re going to discuss how brand marketers should be—and already are—integrating mobile deep into the fabric of their all-channel marketing programs and campaigns: From branded apps and content sponsorships, to local search and mobile display, to SMS alerts and contests, to apps-sparked location-based services with contextual retail tie-ins. Come learn about cross-channel drivers such as OOH and print sending customers bearing mobile coupons towards targeted in-store moments of redemption. All in the context of the biggest change in the marketing playbook since search changed everything 10 years ago: the mobile web. Join Thom Kennon and a richly mixed panel of mobile industry know-it-alls from the service side, agency, brand and publishers for a rollicking exploration of why—if mobile isn’t already part of your client’s engagement, acquisition or CRM planning—you’re going to need more than a good sense of humor to catch up with the competition.