The subject of mobile marketing and mobile advertising can be classified into 2 types primarily based on the technology used. The more conventional type involves advertising and marketing on the move just like moving billboards, mobile websites and road shows. The second type pertains to marketing on a mobile phone just like cell phone. Ever since the beginning of the millennium, mobile advertising and marketing through cellphone has become awfully popular. Short message service popularly known as SMS has made marketing and advertising by this particular technique so much easier.

There have been certain problems to start with as unwanted information was being dispatched to the people. Most of the SMS that had been passed around was actually spam and it got adverse media response in all sections of the globe. This was because a sector of the advertisers bought a list of mobile users and started sending them unsolicited messages. They were later stopped due to strict safety measures and laws and regulations passed. Marketing and advertising industry acknowledged the potential of mobile advertising and marketing and used it to the full extent. The mobile service providers coded guidelines and regulations. It then became a legal advertising channel. The Mobile Marketing Association and Interactive Advertising Bureau even have laid down guidelines for the appropriate operation of mobile marketing.

Mobile advertising and marketing has become common within Asia and Europe as it is a novel concept and in Europe alone hundreds of millions of pounds have been invested in SMS marketing. Nowadays SMS has become essentially the most notable part of mobile advertising and marketing. Due to the popularity of short codes, SMSing has become a lot less difficult. This has created a brand new strategy to reach out to prospective clients. Nowadays mobile short codes are looked at as mobile domain name, by many of the brands all over the world, when the customers message the brand at any occasion.

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