It appears the roots of mobile marketing’s emergent power may run far deeper than many advertisers presently realize. Although myriad contemporary marketing gurus see mobile marketing as just an efficient and effective modern tool to reach consumers and, consequently, sell products, a sizable mound of evidence is building to suggest that mobile marketing’s popularity is maintained by more than just the flashy technological advancements that sustain the mobile world. The “culture of mobile” has quite simply become a veritable obsession with the masses.

According to a new survey published by the Pew Research Center, more than a quarter of all American adults now get their news from a mobile device. A recent report from the UN reveals that better than two-thirds of the entire world’s population are now mobile subscribers. Just this year, market research firm Synovate discovered that 25% of people would rather lose their wallets than their cell phones. And, most recently, Stanford University publicly revealed the findings of a formal survey presenting compelling evidence that the iPhone is clinically “habit forming.” One-third of the individuals surveyed admitted that their iPhone is not only addictive, but that they may already be clinically addicted to it.

The source of mobile marketing’s undeniable power and presence in our daily lives is clearly born of our comfort, familiarity, and some would even say “obsession” with the mobile sphere. And while many business owners large and small continue to delay the inevitable in their own advertising practices, mobile marketing – innumerable analysts predict – will eventually find its way to virtually every professional venture with a product, service, or platform in need of promotion.

The relationship between mobile and the masses is more than just strengthening, it’s already concrete. And, as a result, mobile marketing has become an established, effective, and largely still underutilized practice that is now so tethered to our daily lives that many individuals no longer regard things like mobile coupons or promotional texts as “revolutionary” or “groundbreaking.” Mobile marketing is a way of life. And, ironically, the more ubiquitous it becomes, the less likely we are to even notice it’s there.