Mobile marketing. It's new. Some marketers are happy to experiment while others look on with skepticism until the channel matures. Christine Overby and Charlie Golvin helped Forum participants navigate this new channel: they're like peanut butter and jelly - Christine comes at mobile from the marketing side and Charlie approaches marketing from the mobile side. Both believe that mobile is a viable marketing channel, but marketers need to embrace the warts in the mobile experience as features not shortcomings.
The crowd at the Forum, not surprisingly, is ahead of the curve in their use of mobile: texting, mobile Internet, and applications. But, Forrester data shows that only a third of mobile phone owners send or receive a text message, and only 11% use the mobile Internet. What do early adopters look like? No surprise: they're younger (almost 80% of 18-24 year olds use any form of messaging). Surprisingly and related to what I wrote earlier that the US was behind in their use of QR codes, use of the mobile Internet in the US and Europe is equivalent.