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Most firms saw mobile coming, but failed to see the velocity. Time spent on smartphones now exceeds desktop, and accounts for more than half of time spent with all digital media. Site traffic, search volume, click-through rates, email opens and, notably, ad expenditures, all confirm that this year is (again) the year of mobile. As the shift to a "mobile first" world takes hold, parallel re-alignments across digital programming from SEO and SMO to content design and advertising are unfolding. Winners are taking innovative approaches, but many brands are getting caught behind the curve, deploying desktop practices that no longer work.