Marketing through mobile devices, AKA, "Mobile Marketing," consists of a unique, complex, mix of technologies, business skills, and marketing expertise. It is a child born of the Internet revolution, and it is critical that today's marketers grasp its significance. It is one of the first new channels to arise in over 20 years, and will quickly become a primary means of reaching out to our customers for decades to come.

Consumers have become more and more comfortable with, and reliant on, digital communication solutions including the mobile phone. In fact, there are now more mobile phone subscribers in the world (1.4 billion), than there are land line phones subscribers. The mobile phone is becoming a primary means of communication, not only for voice but also for digital services, email, digital photos, navigation, etc. Worldwide over 350 billion text messages, also known as "SMS Messages," are exchanged across the world's mobile networks every month, with over 15% of these messages, being classified as commercial, or marketing, messages.

The objectives of mobile marketing campaigns are straightforward: increase brand awareness, generate a customer profile opt-in database, drive up attendance to events or visits to a store, improve customer loyalty and increase revenues. Mobile Marketing does not stand alone; rather it leverages traditional promotional channels and its effectiveness and worth come three fold. First, it offers the most accurate means of measuring a marketing campaigns success because of the ability to tie all facets together from the message, to the sale right down to the very customer who purchased the product. Secondly, since it is wireless, the costs for postage or paper that is used in traditional mailing campaign methods are no longer incurred. Third, and most appealing to marketers, is how direct and how quick the message is sent to the intended audience.