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Accelerated Mobile Pages (or AMP) is an open source project from Google, designed to make web page content load much faster on mobile devices. In essence, it’s a slimmed-down version of HTML - a way of building web pages for static content that render quickly.
The notion of creating a marketing strategy solely for mobile is a slightly contentious one. Many argue the point that, actually, we should no longer be distinguishing between devices. These days, we all want to target users who are on the go, and using more than one device – therefore, every strategy going forward should be a mobile one.