The post-PC era has arrived, and any major organization that isn’t investing heavily in mobile tools and strategies is DOA. The upcoming year will likely serve as a tipping point for organizations. Dartmouth’s Johnson told that marketers must do a much better job of optimizing sites and content for mobile devices such as iPads, iPhones, and Android devices. They must also develop internal talent for building apps and developing services that tie together big data, social media, geolocation services, crowdsourcing, and other initiatives. “This requires a lot of rethinking of the ways organizations develop and manage tools and services,” he said. Consequently, CMOs must work with the CIO and other departments to create a fully integrated experience for customers, employees, and partners.