Jake Swearingen has an interesting article showing the results and speculating on a Pew/Internet study from March 2008. While mobile marketing is still a very new segment of online marketing, and hasn't yet been proven to be effective, these numbers give digital marketers more reason to at least try.

People are already diving into the effort. Washington State's HipCricket, Swearingen reports, has already announced a campaign to try reaching Hispanic mobile users in this way.

As traditional web users splinter their attention even further across TV, web, and mobile, marketing technology needs not only to be able to reach this audience where they are, but also to capture at the back end of the system all the information and business intelligence data related to the campaign, so that businesses processes can count and communicate this experience in an organizational fashion.

In a quick, informal survey, I've asked around what people feel about being the potential recipient of mobile marketing. Asking 20 people netted me 18 immediate "dislikes" and two "if they targeted it such that I really felt served by the marketing" responses. What's your take? Have you experimented with mobile marketing? Drop a line to [email protected] and let's talk about it.

Here's the full article by Jake Swearingen, for your review.