In this recent chart released by Barclay’s, Mobile is not even a pimple compared to the spend in the other media channels. This makes the case even stronger that if you are looking at a mobile strategy, it is not how much you spend for mobile, but rather how you integrate it into the other areas of spend. As a mobile device is with you all the time, it is a good medium to link those other media strategies directly to a CRM that entails mobile.
I have been evangelizing the concept of multi-screen marketing or “SCREENING”. Convergence media strategies is the right way to go for any media planner or buyer that is moving media dollars to the traditional areas to make sure mobile is part of the mix to build that conversion tracking and user engagement strategy along the way.