As for 2010, it was without a doubt the year of Social Media; which is why as we step into 2011 we have many marketers asking if the ad spend is going to be put into Social or Mobile. It doesn't have to be one does it? @Siddhi_D delivers an answer right to the point with "With the capability to cross integrate the likes of social with display, social with mobile, search with mobile etc there will be limited fragmentation whilst reaching the core audience."
As much of a buzz word 'integration' is, I believe that really is going to be the key to effective digital marketing plans this year. Instead of it becomes an either/or situation with Mobile and Social, both can be used, in tandem to deliver effective results. An example of this is taking the banner to a landing page which features a Facebook fanpage like button or taking them to a YouTube video where they may subscribe to your channel. These are of course simple examples but it's a start to the direction we should start exploring in.
I guess what I'm trying to say is by taking your focus off click and pageview that come in just today, we're essentially building connections that will last for much longer (by fans, followers or subscribers) increasing the value your brand receives per click. Think strategic, not tactical.
Tags: digital media, integration, mobile marketing, social media