Emerging media is, by its very nature, the domain of evangelicals. That’s the kind of personality it takes to move something from the lonely, jagged fringe of the digital edge to the hearts and minds (and budgets) of marketers.
The problem is that there are all kinds of evangelicals. The curious nerds who don’t care about business models or return on investment. The visionaries who recognize trends where others see mayhem and chaff. The charismatic pundits who distill the complexities of new technologies into stuff that regular people get. And the charlatans who use tricks, sleight of hand, and twisted truths to sell you digital snake oil.
The mobile marketing noob is destined to run into all of them at some point and to be confronted with several falsehoods masquerading as undeniable truths in a space that has none. Here are a few of my favorite myths exposed:
1. “The mobile Web is the same, except smaller.”