| For the last years sms became the serious | | | | marketing with use of short number has been spent |
| advertising channel. This fact was promoted by that | | | | by the company Labatt Brewing in 2002. Since then |
| many companies had own databases with telephone | | | | use of short numbers on which it is necessary to |
| numbers of clients, and have counted not on | | | | send sms, became popular and an effective remedy |
| electronic letters, and on mobile technologies. Pioneers | | | | of dialogue with consumers. Many companies began |
| of a steel two organisations - the Interactive | | | | to use short numbers as original the mobile domain |
| advertising bureau (IAB) and Association of mobile | | | | for the brand. Use of short numbers allows |
| marketing. They have set the basic direction of | | | | consumers by means of SMS to set questions, to |
| branch and advanced idea about advantage of mobile | | | | participate in events, to remain in a course of news |
| channels among experts in marketing. And though | | | | of the company and many other things. |
| mobile marketing made the big success in the North | | | | One of key criteria for carrying out of actions of |
| America, the Western Europe and some other | | | | mobile marketing is the consent of the subscriber to |
| countries, a mobile spam (dispatch of sms without | | | | reception of the information or participation in the |
| the consent of the addressee) still remains a | | | | action. In Europe mobile operators demand to give to |
| considerable problem. Usually it appears because of | | | | the subscriber possibility of the formal reply from |
| unconsciousness of some companies which sell the | | | | dispatch or the termination of participation in the |
| databases to the third parties. | | | | action at any moment. These requirements even are |
| Mobile marketing by means of SMS has quickly | | | | included in special the Arch of recommendations for |
| extended in Europe and Asia as the new channel of | | | | carrying out of actions of mobile marketing to which |
| achievement of target audience. However very soon | | | | experts in marketing in the USA follow. |
| SMS spam and not authorised dispatches connected | | | | For today, on the one hand, experts in marketing |
| with sale of telephone databases, have caused | | | | search for new channels and ways of interaction with |
| negative reaction of subscribers. Nevertheless, after | | | | consumers, blase traditional advertising. On the other |
| mobile operators have entered spam restrictions, and | | | | hand, consumers - especially young - switch attention |
| there were corresponding laws later, SMS dispatches | | | | from traditional mass-media to interactive media, and |
| became the most popular kind of mobile marketing. | | | | with a view of maintenance of contact to them |
| Only in Europe every month it is dispatched more | | | | advertisers give special attention to new |
| than 100 million advertising SMS. | | | | environments. |
| In the North America the first action of mobile | | | | |