It's like watching (television) or reading (digital platforms) the national morning news. "They're wrong." "We're right." "Spend more." "Spend less." Much like our increasingly dysfunctional federal government, experts on both sides of the digital vs. traditional media debate continue to cast aspersions and dire warnings that the end is near... if you don't see it/spend it their way.

In a recent article by Erin Griffith in Adweek, Paul Gelb, Mobile Practice Lead of Razorfish said,   "I think mobile ad spend will overtake television." According to Gelb, mobile ad spending is expected to top $1 billion in 2011. TV ad execs point to the fact that advertisers topped $131 billion on television last year. Both sides point to increased spending, while pointing out at every opportunity the pitfalls of "the other side of the media aisle."

Like most solutions, in both government and business, the answer lies in the middle. (Research the last time we had a balanced national budget. You will find that one party was in charge of the legislative branch and one in charge of the executive branch... that's right, forcing a little compromising.)

Integration is the marketing equivalent of bi-partisanship. A little give and take based on demographics, behavior and consumer touch points. It's really not that hard. It takes a lot of hard and smart work. Why can't we all just get along? From where I sit, I know we can.