Editor’s note: David Hewitt is VP, global mobile practice lead at digital agency SapientNitro . Mobile strategy is about more than just phones. Mobile platforms and engagement strategies in our digitally enabled world need to support all marketing initiatives, both offline and online, and be truly multi-channel. Mobile maturity is one area, however, where brands and agencies are playing catch-up with consumer demand. A siloed approach to mobile has been commonplace over the past couple of years. Many agencies have supplemented traditional creative with mobile ads that lack a larger strategy, subbing out app development that offers no real value and failing to thoughtfully consider the best platforms and devices for mobile campaigns. For example, Shazam recently made a splash by enabling second screen synchronization with the Super Bowl broadcast , and the company says it saw record engagement during the game. Unfortunately, problems arose because not all hub pages were optimized and users had to complete Bud Light’s…

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