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Mobile marketing is known to be one of the most popular and very important tools of marketing. Till a few years back, the traditional modes of marketing were adjudged to be the best. Newspapers, television, magazines, hoardings, radio and road shows were regarded to the best marketing tools. Then came the era of Internet and marketers started promoting their product through Internet. As technology advanced we were gifted with mobiles. Soon after the brand managers realized the potential of mobiles as a marketing tool and began experimenting with it. After some time mobile marketing gained immense popularity because of cost effectiveness and immediate returns.

SMS is the most prevalent and popular form of mobile marketing. The short messaging service is an excellent form of brand promotion. Shorts messages are usually of 140- 160 characters and usually focus on the brand and its product. There is no extra expense for the buyer or the seller. Initially only the GSM system could support it. With changing times even the digital based communication processes support it easily. SMSs are forwarded to the message centers, which make them retrievable. Even if the customer’s mobile is out of reach or switched off when the SMS is sent the message gets delivered as soon as the phone is within the network.

The best features of SMS marketing is that it facilitates direct one to one marketing. The buyer can contact the seller immediately without any hassle. When compared to other forms of marketing, SMS marketing emerges better than all of them. This is because it is the fastest tool of marketing and opens up options for viral marketing as well. The best thing about SMS marketing is that the message is conveyed within a few words. The cost of SMS marketing is also quite economical. The amount of money required for launching advertising campaigns through the traditional mediums is much more than the money spent in mobile marketing. Thus brand managers are preferring mobile marketing more and more with the passage of time.

Text messaging is also a good way of mobile marketing. Through this kind of marketing, the organizations can provide a detailed description of their product or service. Moreover the target audience, which receives the message, is either potential customers or already existing customers. Mobile marketing is perhaps the only medium, which let the organizations identify the customers before advertising. It is only because of this prior customer identification, results are always positive. Messages are sent to customers who are interested in the product. Thus a good offer attracts them to the stores and the revenue earning increases.

Mobile marketing brings immediate results and therefore sellers are eager to practice this form of marketing. As the investment is very nominal compared to advertisements given in the electronic and print medium, therefore more and more companies prefer this medium of advertisement in this era of global economic meltdown. The best thing about mobile marketing is that it targets customers who are interested in the products and eager to know about the offers and discounts given on the product or services.