Mobile Marketing can be carried to one of two categories of marketing. First, rather new approach, is used to describe marketing on or with the mobile device, such as a mobile phone (for example, horizontal telecommunication convergence). Secondly, this more traditional definition, intends to describe marketing by moving way. For example, road showing technologies or moving bulletin boards.
Marketing on a mobile phone became more and more popular thanks to increase in quantity SMS (Short Serving the Message) in the beginning of 2000 years in Europe and some parts of Asia. Then firms have started to collect numbers of mobile phones and to send demanded (or undesirable) messages.
For the last years SMS became the lawful advertising channel in some parts of the world. It so because unlike e-mail as to the public courier to the Internet, own networks have established supervising principles and the best methods for the mobile industry of mass-media (including mobile advertising). IAB (the Dialogue Advertising Bureau) and the Mobile Organization on sale supervising principles also have established and preach use of the mobile channel for dealers on a level with Christianity. Thus it is necessary to notice, that though it and is fruitful in the developed areas, such as the North America, the Western Europe and some other countries, such mobile messages, as the SPAM (SMS, sent to mobile subscribers without the legitimate right), remain a problem in many other things world parts. Partially because of the couriers selling their databases of participants to the third parties.
Mobile Marketing through SMS has extended quickly in Europe and Asia as the new channel to reach the consumer. SMS has originally received a negative coverage in many parts of Europe to be the new form of a spam as some advertisers have bought lists and have sent the nonrequested maintenance to consumer phones; however, as supervising principles are put back by operators of a mobile communication, SMS became the most popular branch of the Mobile Marketing industry about some 100 million advertising SMS, sent every month in one only to Europe.
For the last years mobile short codes become more and more popular as the new channel to communicate with the mobile consumer. Marks have started to consider mobile short messages as the mobile domain name, resolving the consumer to distinguish them from any traditional mass-media.
Services SMS typically do not keep the short code, but the parcel of text messages on an e-mail address is other methodology. Short codes - 5 or 6 digital signs - are appointed by all operators of a mobile communication in the given country for use of campaign of mark and other consumer services. Operators of a mobile communication investigate each statement before to provide, and supervise service to make sure, that it does not deviate the original description of service.