The topic of mobile marketing or mobile advertising could be classified into 2 kinds based mostly on the technology involved. The more conventional form involves marketing on the move like moving billboards, mobile websites and road shows. The 2nd type pertains to marketing and advertising on a mobile phone just like cell phone. Since the beginning of the millennium, mobile marketing through cellular phone has become very popular. Short message service generally known as SMS has made marketing and advertising through this specific method so much easier.

There were a number of problems in the beginning as undesirable information was being dispatched to the people. Many of the SMS that have been passed around was spam and it got negative media response in all parts of the world. This was because a sector of the advertisers purchased a list of mobile users and started sending them unsolicited messages. They were later stopped as a result of strict safety measures and laws passed. Marketing and advertising industry recognized the potential of mobile marketing and utilized it to the full extent. The mobile service companies coded guidelines and regulations. It then became a legal marketing channel. The Mobile Marketing Association and Interactive Advertising Bureau even have laid down guidelines for the proper operation of mobile marketing.

Mobile marketing has become popular in Asia and Europe because it is a novel concept and in Europe alone millions of pounds have been invested in SMS marketing. Now SMS has become essentially the most famous part of mobile marketing. Because of the fame of short codes, SMSing has become a lot less difficult. This actually has created a brand new approach to reach out to prospective customers. Today mobile short codes are looked upon as mobile domain name, by most of the brands world wide, when the consumers message the brand at any occasion.

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