The Glittering Allure of the Mobile Society was written by Allan Moore back in November. Interesting white paper on how we will become a mobile society. A bit of a long read at 29 pages but Marketing, examples of mobile in other countries, Mobile as the 7th mass media and Social Marketing Intelligence are all covered.
It is pointed out that Mobile as a media is only 8 years old and possesses 6 unique benefits:
1. The first personal mass media
2. The first always carried media
3. The first always on media
4. The first media with a built-in payment mechanism
5. The first media always present at the point of creative impulse
6. The first media where the audience can be accurately identified
After reading this I couldn't help but realize even more how the two hottest topics in marketing, Mobile & Social Networking, are on a collision course to combine together to essentially create what will one day be the most effective marketing medium.
