Mobile Advertisement Increase – One Missing Factor

Recent news show that mobile advertising spending is increasing, which means more companies are investing in this type of communication. But when you check why this is happening, one factor seems to be missing – marketing efforts.
When I say marketing efforts, I mean every sort of mechanic and concept that revolve around mobile phones. Sure, you can call it a consequence of the evolution of technology, but QR Codes wouldn’t have that much use and popularity had them not been used by big brands to show a whole new dimension of advertisement. The same happens with augmented reality used by brands like Mini or Toyota. One example that isn’t so clear is bluetooth technology – while at first was a great way to share contents with other peripherals, it also became a perfect tool to massively share contents with a crowd (although we consider bluetooth a mass sharing tool and not an engaging mobile tool per se).
So, what was it first? Was it technology that gave the tools for marketers to work upon? Or were the marketers who gave the technolgy meaning and popularity in order for them to be considered useful? In any case, the marketers and brands investment in mobile mechanics are one of the big factors that should be taken into account in the Mobile Advertisement increase.