Mobile marketing could be classified into two sorts in line with the technology involved. The greater traditional form involves marketing on the go like moving billboards and road shows. The 2nd type refers to marketing on the cell phone like cell phone. Since the onset of millennium, mobile marketing though mobile phone has become extremely popular. Short message service popularly known as SMS makes marketing by this process much easier.

There were some problems at first as unwanted information had been delivered to the people. Most of the SMS that were passed around was spam also it received negative media response in all parts around the globe. This was because a sector of the advertisers bought listing of mobile users and began sending them unsolicited messages. These were later stopped because of strict security measures and laws passed. Marketing industry recognized the potential of mobile marketing and utilized it fully extent. The mobile providers coded guidelines and laws. It then became a legal advertising channel. The Mobile Marketing Association and Interactive Advertising Bureau also provide laid down guidelines for the proper functioning of mobile marketing.

Mobile marketing has become popular in Asia and Europe as it is a novel idea and in Europe alone hundreds of millions of pounds have been purchasing SMS advertising. Now SMS is just about the most well-known a part of mobile marketing. Due to the interest in short codes, SMSing is becoming a lot easier. This has created a new method of get in touch with potential customers. Now mobile short codes are viewed as mobile domain name, by most of the brands around the world, once the customers message the brand at any occasion.

In the usa, the very first SMS short code campaign was were only available in 2002. SMS containing short codes are easier to send a message with complete information. Short codes are usually numbers that are assigned to mobile operators of a particular location, that they can use for brand campaigning and other purposes. They are very small, like they contain only four to 5 words. These numbers will always be under scrutiny through the company and every single message is monitored to see that they do not go against the initial service description.

Like opt-in emails, customers have to opt for SMSes. This is the biggest criterion, which the advertiser has to follow to be able to send an advertising SMS. Some of the mobile operators request double opt-in form from the receiver. Simultaneously opting out is made easy for that customer. When the customer wishes to terminate receiving messages, they need to send STOP word by SMS. All these guidelines happen to be laid through the Mobile Marketing Association consumer best practice guidelines and it's a compulsion to follow those by all of the marketers who wish to do mobile marketing in the usa.

Now, providers have learned to provide selecting sending SMS to email addresses. Aside from this, other services provided are mobile games, mobile tones etc., which are used for promotional purposes. This has lead to the invention of MMS or Multi-media Message Service, by which short promotional videos and animations can be send. Bluetooth is yet another good technology. It were only available in 2003, and several companies in Europe have found it useful. When a message is send via Bluetooth, the receiver should accept request in the sender. So, sending messages by this process is legitimate. What it's all about transfer speed is high and is also a totally free service because it is a radio-based technology.

The technique of sending SMS advertisement to mobile phone users based on their geographical location is called Location based service. The customer is tracked via a GPS chip which is built-in the phone. Radiolocation signals in the nearest mobile phone towers bring this purpose.

Mobile marketing follows a very safe online marketing strategy, because it is customer opted. The short message sent through this method is called mobile originated or MO message. If the advertisement is done via a call, the phone call is known as mobile terminated or MT message. As there is a phenomenal increase in the number of cell phone users, this sort of marketing is a sure hit.

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