Two separate speakers at SXSW pointed out that Mobile Marketing may well be a longer term sell than many expect. Rather than selling, they say, their companies are "helping consumers buy". 

Executive summary

South by South West (AKA SXSW) is an annual festival held in Austin Texas that brings together Music, Film and Interactive - the latter being of particular interest. 

The marketers of OTC pharmaceutical allergy product Zyrtec and also Toyota both talked about using Mobile Interactive apps as a longer term, relationship building device - a more measured, less hyped, approach to the undoubted importance the mobile medium can play in your marketing plans.

To read what Chuck Martin had to say in MediaPost click here