• by Mark Walsh  @markfwal, October 1, 2012

Marketers are often urged to incorporate mobile as part of integrated campaings. But where does it fit in marketing mix? In an OMMA Mobile panel today, mobile specialists from agencies including Joule, Brunner and Ansible Mobile discussed how clients are approaching mobile. JiYoung Kim, SVP Strategy & New Solutions, Ansible Mobile, noted brands have ramped up initiatives in mobile in the last 12 months. "I am seeing mobile become part of the standard conversation during the planning period," she said.

Michael Collins, head of WPP's Joule, agreed, pointing out clients are looking to mobile as a way to extend their brands to more consumer touchpoints. He also made a case for the mobile specialist agency, saying that firms like Joule and Ansible have 100 staffers who do nothing but focus on mobile, while a larger diigtal agency still wouldn't be able to bring that level of expertise to the medium.