mobimatter

Well, according to Jordan Rohan, it’s comes down to complexity.

From mediapost.com. Jordan Rohan, founder and managing partner of Clearmeadow Partners, painted a sobering picture of the outlook for mobile marketing at the OMMA Global conference earlier today.

He suggested cracking the code on mobile will be even more challenging for agencies and advertisers than figuring out social media because of the small screen size of devices and the greater complexity of the wireless ecosystem compare to online. And just because a business like search has been huge on the Web, doesn’t mean it will also be on mobile.

The biggest winners will be those that can drive consumers into stores by via mobile coupons or similar direct marketing efforts. “If you can’t do that, it’s much harder to see how mobile is going to be a marketing platform for the majority of companies,” said Rohan. Adding social networking to mobile will only multiply the difficulty of shaping a mobile strategy.

He indicated the best bet was to stick with a big social media player like Facebook as it extends its online dominance to mobile devices and accrues a wealth of user data that will benefit advertisers. Despite the hurdles, Rohan acknowledged that if enough people over the next five years get smartphones or netbooks, advertisers will have to figure out how best to reach people on the go.