Mobile marketing today is at a similar point in its evolution as online advertising was at in the '90s. While the promise of Web-based marketing was large in 1996, adoption was slow until Internet access became readily accessible and affordable. Remember the days of pay-per-minute plans for Internet access? I still have a few $400 ISP bills I'd like to forget.

Thanks to developments such as the iPhone -- combined with better mobile content and services -- mobile search seemed to take some major strides during the second half of 2007. The advertising potential now resembles that of the early days of the Internet in both variety of search options available and the fragmented nature of the keyword search volume. Consumers are searching for a wide range of topics and products via their mobile devices, and they're willing to accept advertising in exchange for content and services.

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