Many of my current conversations start with “we need our own app.” I usually answer this question with one of my own, “why do you think you need an app?” The usual answer is something similar to what junior high boys give their parents when they want a new game console: “All the cool kids have one.” But before you try to keep up with the cool, rich kids of technology, I would suggest you take a step back and think about creating a mobile strategy first. Much like creating marketing pieces without an integrated marketing campaign is not a smart idea, creating apps without first designing a mobile strategy is not a good move. Sometimes your best app is not an app at all, but a killer mobile version of your site. Recently, Google put out some good thinking on mobile strategies. Following are 4 questions you should consider…