Recent studies have shown that text messaging is up nearly 280% in the last two years and is expected to grow to 220 billion messages a year by 2008. And, more people have cell phones than have Internet access. These types of statistics make it easy to understand why companies like Procter & Gamble, Microsoft and VISA USA have all become actively involved in the formation and development of mobile marketing as a new medium.
Morgan Moran, President of ToutMedia notes -
Although this medium opens the door to marketers looking for new ways to connect with consumers, advertisers must be careful. The same reasons that make mobile marketing effective are also the same reasons why mobile marketing is an extremely delicate process that requires careful planning and execution.