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.

As we enter 2009, I wanted to get back to blogging. As you can see we have slightly revamped the ADO website and the blog. I just got back from Munich where I participated now for the 3rd year in a row at DLD 2009 ( www.DLD-Conference.com).

As it was a great conference and good to be back in the middle of the debates around the future of media, I would have to say that mobile was absolutely missed from the event.  The event was really about social media this time as a core underlying theme.  I missed many of the presentations in order to meet and discuss with friends and new friends, but knew I could get the entire program online once I got home.

I particularly liked Yossi Vardi’s session on ” How to get 100M eyeballs” . He distilled it down to the few things such as 1) emotional attachment 2) viral and flat 3) platform capable.   What I felt was missed from the dialog,  as it was mainly Yossi speaking while the panelists were holding back with an explosive force to get to thier turn,  was the idea of User Interface.  Getting to the 100M users really means that there is absolute magic in the user interface of the product.  Take Google for instance- The magic of the one-box and lightning fast results. Youtube created the simular phenomena.  When I see killer User interfaces in a product, I feel they have a greater chance to succeed.  Look at what made the iPhone- Its killer User interface.  Nokia is still struggling these days with getting this right even though they were the best in class on the 90′s of User interface.

Other sessions and dialogs I had will come a bit later, when I get back online….