Many brands — and software companies for that matter — claim they're doing mobile marketing. Call it what you want, mobile first, mobile-centric, what they generally mean is that they can take exactly the same content you'd find on a website or email and display it relative to the screen size it appears on. When you boil it down to its bare elements, that's what they are really doing — i.e., responsive design. Sorry to say, but responsive design does not a mobile strategy make. It by no means covers the potential that true mobile marketing really represents.