The summer of love was the summer of liberation when it became commonplace to do what you had only talked about previously. 2008 just might be the year when the same is true of mobile marketing and advertising.
So far the category has been held back by the triple play of limited bandwidth, ludicrous data pricing and handsets that just were not up to the job. 2008 will see a continued decline in cost and , among other things, the arrival of the 3G I Phone.
This combination of events finally creates the context that makes markets. Critically the device means that messaging and content can evolve in such a way that stories can be told within compelling content wrappers and these stories can be enhanced by the unique place based interactions that mobility allows.
Naturally all this comes with a warning. Firstly, the best looking kids get laid first, not everything has the charm of the I Phone. Second, it behoves us to remember that just because we can does not mean we should and that a combination of abstinence and protection is never a bad idea.
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In any case it is important to respect the customer. But unfortunately there are always those people seeing only cash and forgetting everything else. But I completely agree with you: 2008 will be THE year for creative mobile marketing campaigns - there have been some nice ones still in 2007.
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