In its latest report on mobility, longtime analyst Julie Ask couldn't be plainer. Mistaking mobile for just another new channel not only misses the point; it will lead to failure.

We talk a good game about wanting to create more holistic efforts across channels, but how does this become institutionalized?

Talking the talk of cross-channel marketing and post-silo infrastructure is way ahead of companies walking the walk. But even incremental silo-busting might help brands tell better and more coherent stories.

Nothing speaks to the nascence of integrated systems among brands than the gap between enthusiasm and implementation.