Mobile marketing is the new wave of marketing for several companies. Mobile marketing is simply marketing on a cell phone or another mobile device. Text messaging became so popular on mobile phones, that marketers began developing advertisements to go along with the text messaging. Mobile marketing not only means advertising on cell phones, but it also refers to moving billboards. Several companies send SPAM text messages to consumers. Other companies simply have an opt-in system for mobile marketing.

Mobile phone providers protect their clients from unwanted advertising. Mobile providers have set certain guidelines that block advertisers from sending ads to their clients. Since cell phone providers and the Mobile Marketing Association have stepped in to stop SPAM messages. In Europe, mobile marketing has expanded so rapidly that it is a 100 million dollar industry. Mobile marketing has expanded with companies that offer promotions for cell phone users to text message to. The popular television show, American Idol has taken mobile marketing to a whole new level. Text message marketing is called SMS shortcode. Labatt Brewing Company was the first company to run the first SMS shortcode campaign. The shortcode simply allows people to text message the brand. The SMS shortcode is simply a 5 or 6 digit number that was assigned by the mobile operators as a brand campaign.

Since mobile marketing is such a new phenomenon, cell phone providers are asking customers if they want to opt-in to cell phone marketing. Many people don't like the idea of banner advertisements flashing on their phone when they pick it up. Instead of replacing the customer's wallpaper with ads, cell phone marketers have decided that text message marketing is easier and doesn't have all the hassle. Companies like ESPN have even partnered with cell phone providers to create their own phone. The ESPN phone sends mobile updates to its users and flashes short advertisements on the phone.

Many people have internet access on their cell phone. When a person is able to access the internet from their phone, Google, Yahoo, MSN, and other advertisers have the opportunity to advertise. The Mobile Marketing Association has granted advertising on cell phones when a user accesses the internet. The Mobile Marketing Association is in charge of telling the advertisers exactly how they can present their ads on the phone and they also provide the specific format for the ads.

As the market for cell phone advertising increases, the customers are seeing ads appear on their mobile devices when they are in specific locations. A cell phone subscriber that has opted-in to cell phone advertising will receive ads that are based on specific locations throughout the world. A specialized GPS chip is built directly into the phone and advertisers are able to receive a signal to send the ad based on the cell phone users location.

Unlike other advertising, mobile marketing is strictly controlled by the consumer. Since an advertiser must have exclusive permission to send the ad to a cell phone user, advertisers use a push-pull strategy. A push-pull strategy is simply when the consumer's initiates contact and the advertiser gives results with variables to attract future communication.

Mobile marketing will occur if the web site of a business is set up for a mobile device. Web site owners need to make sure their web sites are mobile ready. Since all the content of a regular web site cannot be displayed on the mobile site, it is important for companies to recognize what aspects they want delivered on the site. New cell phones like the iPhone and smart phones offer full web experience to their consumers. The iPhone is leading the way for several companies that are trying to make the web site, iPhone-ready. It is estimated that 70 percent of people in America own a cell phone or a mobile device. For this single reason, it is no wonder that marketers are aching to get the chance to market to these individual consumers. The best part about mobile marketing is that it allows marketers to react the success of a campaign. It is easier to track the response rate from consumers because it is coming right from their phone directly into their database.

Another great feature of mobile marketing is that it allows marketers to target their subscribers anytime and anywhere. Most consumers keep their mobile devices on all the time, so for an advertiser, the target market is always connected. Companies can market their brand in schools, offices, homes, and in the car. What better way for a company to establish their brand and spread the word about their product or service? The mobile customer is in complete control over the advertising and it is their decision to reply to the ad. Finally consumers are in charge and they have flexibility with the advertisements.

The number one fear of consumers is being overwhelmed with SPAM messages. With the protections laid out by the Mobile Marketing Association, consumers are able to control the SPAM they receive on their phone. Mobile advertising makes money when they implement a system called PSMS or premium short messaging service. The PSMS service charges the mobile user. A good example of PSMS is cell phone providers that offer downloads for a fee. Verizon Wireless is a great example of a cell phone provider that uses PSMS. If users aren't signed up for messaging services, they will need to pay for each message sent and received. When a user downloads a ring tone or ring back, Verizon charges them $2.99 per download. For a user that does a lot of downloading, they offer packages or "credits" to purchase the ring tones, games, and other downloads.

Mobile providers are also allowed to charge enormous fees for the wireless web service they provide. A person with internet access on their cell phone can expect to pay at least $20 a month for service. Some cell phones even come equipped with the capability to watch movies, videos, commercials, and other things on the mobile device.

Recent SMS campaigns have seen a 200 percent growth compared to past years. Mobile marketing allows companies to establish brands in a whole new genre. Mobile marketing allows businesses to create a sense of trust and build individual relationships with their consumers. Having direct access to the consumer will help businesses sustain the relationships they have worked hard to build. Mobile marketing is much cheaper than other forms of marketing such as direct mail campaigns or commercial advertising.

One area marketers like about mobile marketing is the word-of-mouth advertising. If a company is able to create a successful mobile ad, it will be passed on from user to use via text or picture messaging. What this really means for businesses is that for every one consumer they send a message to, 3 to 5 new consumers will be reached. Of course this theory only works if the message is unique and relevant to the audience.

Pop culture is recognizing the need to start advertising on mobile devices. In Europe, several companies have begun marketing to the youth with promotion of concert tickets or other things. In one area of Europe, over 200,000 sales were made for youth products including concert tickets. Games, graphics, and ring tones are popular sellers for youth and have taken over as the new "shopping" for many youth. Instead of using their money for new clothing or other things, they are downloading music to their mobile devices.

Mobile marketing is so popular amongst marketers because it is a global entity. Without placing large billboards in foreign countries, domestic companies are able to reach consumers thousands of miles away. The youth is of course at the forefront of this emerging new field. The adoption of mobile devices by the youth is driving the industry to satisfy their need for more.

Studies have indicated that 89% of businesses have some interest in mobile marketing and would like to participate through various means. Multimedia formats are the best way for mobile advertisers to reach their target market. Though mobile marketing is still getting started, several companies claim the cost of mobile marketing is receiving ten to twenty percent of their marketing budget. Mobile marketing guarantees a mobile user will receive the message. Unlike other forms of advertising, the mobile user will have to read the message or at least glance at it. The ability to reach several users at the same time in multiple areas of the world provide marketers with some excitement.

It is incredible for marketers to realize that they have the ability to reach any consumer at any time, at any place, and anywhere in the world. As technology advances, mobile users are getting faster and better mobile devices. Users can receive full motion video on their mobile device and are able to have access to high-speed internet as well. Marketers can take advantage of this by sponsoring the device or internet access. Businesses use video-conferencing on their mobile devices, and some companies have begun sponsoring the feed in order to get their ad on the mobile device.