It may be the best book you'll ever read on marketing, but you won't find it in the marketing section of Amazon. They have it variously filed in three different categories: Politics and Social Sciences, Technology and Text Books. The book is Everett Rogers' "Diffusion of Innovations," and you should add it to your reading list.

Mobile is not a device. It's not a channel. It's not a strategy. It's a given. Gone are the days of thinking about mobile separately from desktop, with tablets somewhere in the middle. It's time to take a holistic approach to multi-device marketing. To help with the recalibration process, let's look back at the top 20 buzzwords from the last SIS and see how they fit into the multi-device marketing construct.

I think our world, -- or, more specifically, our marketplace -- is a little too abstract. We -- and by we, I mean the marketers, the suppliers to the market -- live too far removed from the market itself: the consumers of the supplied goods. It's a point touched on by Nassim Nicholas Taleb in his most recent book, "Antifragile." Marketers and manufacturers, he suggests, don't have enough skin in the game to keep them honest. They're too far removed from accountability. There are too many protective buffers between them and the consequences of their actions.

The scene has played itself out hundreds of times on police procedurals: a giant map of the city is tacked with red pins indicating where the banks have been robbed or the taunting notes left. The detectives stare at the map and realize the bank robber/note leaver will likely next strike smack dab in the middle of the triangle created by the pushpins. It's geographic profiling. It works for detectives and it can work for advertisers.

In all my years in business, the one thing I found consistently difficult was hiring good people. We spent a lot of time honing our screening skills, but I sometimes suspect we would have been just as far ahead by flipping a coin.

Chances are, the last time you Googled a local or national service-based business, you came face-to-face with a "call extension" button. That's just the clinical term for the call icon that appears as part of a sponsored search result in mobile. Call extensions have become one of the most popular features added to Google AdWords in recent years. It's an impossibly easy way for consumers who are searching on mobile devices to click a phone number and connect to a business. Unfortunately, it's not as simple as it sounds. And here's why:

Every Thursday night is "date night" at my house, which means that the nanny stays an extra hour so my wife and I can go out to dinner without the kids. This week we ended up at a chain restaurant at the local mall. After dinner, we strolled through the mall. As I've recently been re-reading one of my all-time favorite marketing books -Robert Cialdini's "Influence: The Psychology of Persuasion" - I quickly noticed that virtually every "trick" of influence in Cialdini's book was being used by stores in the mall. And of course, I also realized that all of …

In case you haven't heard, email is dead. In fact, it's died several times. You could call it the cat of digital marketing, working its way through its nine lives. And it's not alone. Search has died more than a few times. Display was DOA over a decade ago, and has resurrected itself, only to suffer several more untimely demises. In fact, for any digital channel you might care to mention, I can probably find an obituary.

As Facebook Graph Search rolls out, brands targeting local customers will start to see new opportunities to be found by potential customers and to find people who might be receptive to local marketing messages. The granular nature of Facebook Graph Search results (filters by people, places, interests, photos, etc.) will likely encourage people to use the service for local discovery. So local content (aka "keywords") and local relationships (aka "Friends") will be critical for businesses that want to be discovered. Here are five things any multi-location business can do to get ready:

Search marketing has historically been based upon consumers seeking something, finding it, then (hopefully, from a marketer's standpoint) making a purchase. What about the times when consumers find a service or product but have their experiences interrupted or even abandon their shopping carts just when they're about to buy?