• by Mark Walsh  @markfwal, September 22, 2009

If agencies are having a tough time adjusting to the "distraction" of social media, mobile will be even more difficult, warned Rohan. Just because a business like search has been huge on the Internet doesn't mean it will be on mobile b/c of the form factor of the phone and the increased complexity of the medium. Communicating sight, sound and motion on a small device is just harder for less impact. The only marketers that will really thrive in the mobile environment are those offering coupons that can will drive people into stores.

"If you can't do that much harder to seee how mobile going to be marketing platform for the majority of companies," he said. Social networking on mobile will be even more challenging, combining both social and mobile distractions from the established digital marketing ecosystem.