'Mobile everything' is not a marketing strategy

Make sure you know how your audience is actually using mobile

The trend, as we are told through many news articles, blog posts and breathless talking heads, is toward mobile.

More mobile devices being used. More visits to content on mobile devices. More time spent with mobile devices. More purchases being made from mobile devices. Mobile everything. It’s deafening.

But short of putting in ear plugs, how do we get from the deafening noise of "mobile everything" and translate that into business and marketing strategy? And how do we put this stuff into practice?