Three years ago I was working at an Interactive agency. I remember all the hubub exploding on blogs about mobile marketing, mobile advertising, yada yada. The problem was there weren't enough end users playing with mobile apps to justify costs. One year ago I remember being at a different big anonymous agency, talking to a neighboring city's creative leader about how he wanted to make his office the "mobile leader" for the company. Even at that time it was a dream that was being held back by the general public's reluctancy to embrace apps as a ubiquitous part of daily life.

Looking back, I don't blame our clients for their hesitancy in diving into what was then expensive mobile application guesswork. Sure, the bold brands were early to stake their claims in mobile marketing before the rest, but the PR value doubtlessly added to the final effort's overall worth.

Today, things look to be a bit different. There are actually a few case studies to show how mobile marketing can work. What's more, the social and mobile worlds seem to be gently colliding like drops of mercury.

In a new MediaPost article, Mark Walsh talks about how Blackberry is moving from playing catch-up to innovating in the social space while Facebook is enabling more SMS functionality. Geez, finally. Here's the link.