• by Laurie Petersen , June 29, 2007

Bob DeSena, managing director/North America for iO, laid down his manifesto for mobile marketing. He says it's time to declare an end to "technological testosterone" and focus on the 2.6 billion mobile phones that will be deployed next year as "consumer connection devices."

He encouraged a new attitude shift and a fundamental refocus on the consumer.

"We live in a 3-screen one-consumer world and it's here to stay."

What can You Do?

1. Optimize your website for mobile.

2. Leverage the mobile differences.

3. Promote speed and capability.

4. Align goals, organization, incentives and skills.

5. Take a direct marketer to lunch. (Like Apple, they think different.)