A survey by O2 suggested that 58 per cent of senior marketers would devote more of their budgets to the medium following the launch of the Mobile Media Metrics tool
The research by O2 also found that 47 per cent of senior marketers indicated that better targeting would make them invest more in mobile.
That all seems very encouraging especially as to many the future is Mobile.
But lets not forget what the customer wants. We need to make sure that Mobile doesn't go the way of Direct Mail, Telemarketing, Email. They were all the future once, but marketers have abused their use so much that there has been some level of rejection by the consumer.
If the future is Mobile, then it really does need to take into account the privacy issues that will become more prevalent as we go forward