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mobile.‖And, CMOs must understand how mobile affects every aspect of the business and the bottomline impact.―CMOs need to better understand their customers and gain increased granular insights intotheir shopping and engagement behaviors in order to craft a mobile experience that meetstheir needs,‖ Ms. Horwell said. ―Things like what percentage of customers are iOS orAndroid users are important first steps.―Another area that CMOs should be addressing is whether to focus on mobile Web or appinvestment – or even both,‖ she said. ―Some industries, as we‘re seeing in the hotel sector,are finding that apps are not as effective as having a mobile-optimized site.―So part of the CMO‘s role is to understand which mobile formats are optimal for theircustomer segments. Mobile is proving to be a very effective channel from which to gain thisknowledge. But brands won‘t know what mobile strategy to implement unless they have thisdata. But they have to start without being afraid and not look back.‖Key roleA recent Gartner forecast predicted chief marketing officers will outspend chief informationofficers on IT by 2017, and a great deal of that spending will be used to facilitate optimalmobile experiences.With this, marketing CMOs and professionals are playing an increasingly visible role intechnology discussions as they understand the audience and are key to shaping the desireddigital experiences.―CMOs today are very aware of the importance of mobile,‖ said Devanshi Garg, chiefoperating officer of Icreon Tech, New York. ―Evidently, CMOs have worked hard to set thestage for mobile marketing but sometimes need assistance on how to define their core valueproposition and on the strategic implementation of their mobile marketing initiatives, whichis where the conversations needs to shift towards.‖―When it comes to CMOs and their mobile marketing strategies, if 2012 was the year ofmobile awareness, 2013 will be the year of mobile execution.‖Final TakeRimma Kats is associate editor on Mobile Marketer, New YorkBy Bob Shullman Wednesday, July 3, 2013You‘re getting drowsy behind the wheel. Your phone detects your drooping eyelids andsounds an alarm. Jolted awake, you pull over and see your phone is guiding you to the5