Technology pundits have been heralding the “year of mobile” every year for a decade, but this year might really be it. The latest evidence: the tizzy over Barack Obama’s much-anticipated text message announcing his pick for running mate.
The Obama campaign is expected to send out the news sometime before the candidate’s rally on Saturday to everyone who has given it their cell phone numbers. The plan has political junkies and bystanders alike buzzing about the imminent Obama text message in a way that would make brand marketers swoon.
Mobile marketers are studying the Obama campaign’s initiative, which offers lessons for startups hoping to help big brands reach consumers on their cell phones. Advertisers have been slow to market via mobile phones, but that is changing thanks to a rash of mobile marketing startups and increased use of text messaging and mobile Internet.