Mobile has been top of mind for marketers in Canada for a while now, but from fierce competition in the app store to all the buzz about marketing through messaging apps, it's a bigger challenge than ever to figure out how they should invest their time and dollars on the channel. Jed Schneiderman, co-founder and president of Toronto-based mobile advertising technology solutions provider Tapped Mobile, spoke with eMarketer's Paul Briggs about the big issues marketers need to focus on today, and the trends that might not be worth their time.