It feels like many people are hanging on to mobile advertising as the future of mobile marketing.

Yet there's much more to mobile marketing than the banner ad. In this podcast a panel of experts considers the latest trends and innovation that could change the future of marketing.

New research from marketing business Tradedoubler suggests that footfall is no longer a useful measure of retail success.

It’s found that consumers are often seeing products in-store and then using their mobile phones to check for cheaper pricing elsewhere.

Mark Bridge writes:

At the beginning of the 21st century I moved from Vodafone to work for its Vizzavi multimedia portal, wooed by talk of context-specific advertising that would one day use a customer’s location and search history to ensure any ads were precisely targeted. And I’m not the only person who’s been seduced. Consumers, ad agencies, client companies and mobile networks have all been promised much by mobile marketing.

Yet more than a decade later that kind of sophistication seems to be lacking from most mobile marketing messages.

Berg Insight has forecast that the real-time mobile location-based advertising and marketing market will grow from a worldwide value of €526 million last year to €6.5 billion (£5.6 billion) in 2017, which is a compound annual growth rate of 65%.

This will be 32.8% of all mobile advertising and marketing, giving location-based advertising and marketing around 5% of the digital advertising market.

Vodafone has decided not to renew its sponsorship deal with McLaren after the 2013 Formula 1 motor racing season finishes.

The mobile network is ‘title partner’ and official communications provider for what’s currently known as the Vodafone McLaren Mercedes Formula 1 team.