I love technology. Live it, breath it, soak in it. That’s me. I’m always looking for the next big thing. That new shiny gizmo-what-do-you-call-that-omg device, tool, or digital something that makes my eyes widen, my mouth drop open, and my heart beat a little faster. (Yes, I’m female and very much a dork.) But even though mobile marketing isn’t exactly the sparkly new kid on the block anymore, I’ve been following the rapid growth of smart phones, carving a path through society with exclamations from “your phone can do what?” to “what can’t my phone do?”, with the glee of a kid on Christmas Eve. Come a few more hours and it’s present opening time.

With the advent of iPhones and customized feature-rich applications (35,000 and counting), mobile devices have outstripped our 1984 fantasies and become the singular technological device we can’t live (or leave) without. Need directions? Use your phone. Looking for the closest gas station? Use your phone. When’s the movie playing? Use your phone. Call your friend… yeah, phones do that, too. Pretty soon our mobile device (no longer just a phone) will be all we need to carry. It will contain our wallet, serve as our universal remote, and even improve our parenting skills. BUT… that’s not the box with the big red bow.

Mobile devices are changing the way in which we (as consumers) are marketed to. Ask my opinion with a text-message-based campaign, send me alerts and notifications when I ask for them, find me what I want when I’m looking for it, and I will happily follow your brand with my pocketbook. With my phone, I’m able to dictate not only my level of involvement, but the type of content I want to receive. This virtual availability to the rest of the world gives me a sense of control, which translates to a greater level of participation. This is also where (short of simply tuning out) traditional marketing methods (e.g., television, radio, print) fall short.

By virtue of being hand-held and connected to the internet (almost) anywhere I go, mobile marketing is defining itself to be localized and (more importantly) relevant. Successful campaigns will address consumers’ desires quickly and conveniently, and ultimately shape everyday activities.

The catch? Thinking it through. Finding the balance between engaging and intruding. Marketing, much like technology, shifts with the medium, making the possibilities for interaction on mobile devices worth keeping an eye on. While I might be guilty of spending too much time on my iPhone, I’m excited by this trend. (It also helps that I work at a digital agency.)