| > | | | | place through MMS with greater interactivity and |
| An article on mobile phone marketing and | | | | presentation. Mobile phones with color screen are |
| advertisement and more Basically mobile marketing | | | | able to send or receive messages as MMS. |
| and phone advertisement differ in the sense the one | | | | Customized advertisement specifically based on |
| is text messaging service other is a direct call. The | | | | location is gaining popularity as well. LBS or location |
| use of mobile phones for marketing is increasing day | | | | based services are offered by some mobile phone |
| by day as text messaging advances. The cost is a | | | | operators. Mobile marketing messages sent by SMS |
| factor but of late sms are lot less costly than before. | | | | or MMS require user content hence it is a user |
| | | | | controlled media. The mobile application development |
| Mobile marketing is basically sending promotional | | | | services have developed apps which give more |
| messages using the sms service. SMS as means of | | | | control to users. |
| text advertisement has become legal in many | | | | Due to ready availability of user database which |
| countries. Mobile Marketing Association and IAB | | | | some concerns sell of illegally spam and privacy |
| (Interactive Advertisement Bureau) have set up | | | | protection is a major problem. This can only be |
| guidelines and standards the monitor text messaging | | | | checked by legislation which penalizes unsolicited |
| for promotion. This is in order to prevent spam and | | | | communications. If issues like these are not |
| misuse. MMA is a global non profit organization | | | | addressed quickly it may prove a dampener to |
| with aim to encourage marketing with the use of | | | | growth of mobile marketing industry. |
| mobile and cellular networks. There are around seven | | | | There are lots of investors who have invested in this |
| hundred companies belonging to more than forty | | | | platform. They keep abreast with latest development |
| countries that patronize MMA. | | | | in cell phone marketing media through news and |
| Mobile phone marketing via SMS is spreading rapidly all | | | | updates. The mobile marketer look positively towards |
| over the World. Similar content delivery can take | | | | the business as infrastructure improves. |