Mobile marketing: just hype?

So, is mobile marketing worth the hype that it's made out to be? According to reports, it's not really worth all the hype. Research firm IDC brought out a report where it states, that mobile marketing "actually underestimates the full potential of the market opportunity." There still is a lot of potential of growth in this format although the hype is generally still focused on additional ways to connect to other people.

According to Scott Ellison, IDC vice president,

"We think the real potential of mobile advertising is the ability to create a very new type of advertising experience," he continued, "one that is, in some cases, on-demand, that delivers information to you when it is directly relevant, and one increasingly based on your individual needs, interests, aspirations and behavior."