Has mobile marketing's time finally come?

This cry echoed throughout the 2008 Mobile Marketing Forum in Budapest. In truth, it has probably been heard at most events for a marketing activity which has often promised much – global mobile adspend forecasts for 2010 onwards vary from €1bn to north of $20bn – but has so far made little impact on planners' schedules.

For optimists, the gloomy current outlook for advertising will encourage marketers to use mobile as a direct response channel which, when used correctly and with other media, can eliminate the wastage of traditional response campaigns.

For pessimists, it is a minority activity which cash-strapped marketers will find easiest to cut from their budgets.

It is likely that the case studies presented at the MMF Budapest event will provide ammunition for the former camp's cause, even if macro-economic trends look more likely to aid the pessimists.

Case Study 1: Kraft's

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