“The screen is just too small,”

I thought these comments from Kevin Ryan former CEO of doubleclick would be a good place for me to start my blog.

The screen is just to small!

He's making a good point and one all marketeers need to consider when dabbling in the world of mobile... advertising is but one potential route to consumers but in no way is it the only one. As with any channel content is king, be it a great TV programme you're placing your ads in, the larger than life DJ who's breakfast show you sponsor or the "How the hell have I lived without this!" app on your funkadelic side piece what consumers buy into is engagement. Engaging entertainment or engaging utility are the two key elements to getting mobile to work for marketeers, if that's front of mind then how you do it and in what mobile channels will soon become obvious...

oh, and make sure you know who you want to talk to, why you want to to talk to them and how you'll evaluate that communication.

bosch!!