As of late, I am finding a very interesting reaction to mobile marketing. Across the board, there seems to be a great interest in mobile and what it can do. However, in North America, it seems that there is still a great percentage of clients that while interested, remain hesitant to dip their foot in the “mobile pool”. As I have said before, I draw similar lines to where we were when online starting taking off. Many clients were interested but were hesitant to allocate budget to it. I’ve been involved in both movements (digital & mobile) from all perspectives - media buying/publishing, client and agency side. It was an uphill battle to prove that digital was the place to be (and sometimes continues to be, believe it or not) as it is today with mobile. We will eventually move to the headspace where mobile is just an obvious extension to an integrated campaign. In the interim, we have to keep telling story, showing the data, and pushing the power behind mobile marketing.

Below is a video grabbed from imedia connection. Watch as eight industry experts briefly discuss what’s holding the platform back.