Mobile marketing is often hailed as the medium of the future, particularly in multicultural markets. Statistics show that Hispanics and African-Americans, especially from the “millennial generation,” over index in mobile phone ownership and in use of advanced features such as SMS, MMS, and downloading ringtones, etc.

However, no one has come up with a compelling model for reaching these consumers, or any consumers for that matter, on their mobile devices. The spectacular flameout of Amp’d Mobile is evidence of how difficult this proposition is.

Now the iPhone steps into the mix, which makes the situation even more interesting for marketers and even more difficult for mobile ad platform companies. With its “the real internet” web browser, suddenly advertising on mobile is just the same as advertising online. Marketers now have to start thinking about how their online advertising is going to look on a three inch screen.

So for now, the multicultural mobile market sits out there, very attractive, very plugged in, and as yet not effectively reached.

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