Mobile marketing enables the companies to have direct contact with the present and the potential customers. The article discusses the basics of mobile marketing, how it is different from other approaches of marketing, its effect on branding, and the golden rules to be followed by the marketers so as to succeed in todays competitive business environment.

The world has become a global village. To succeed in this global market place, creation and application of new technology faster than the competitors is very essential. Today technology is changing the way we communicate, the way we entertain ourselves, the way we do business, etc. Mobile phone technology is one such technological breakthrough which has changed the face of communication in the world. The introduction of the mobile phone technology in the world market has brought in some of the potential opportunities as well as threats for the business community.

The convergence of internet and mobile phone has forced the marketers to think out of the box and come up with various marketing strategies that suit the technologysensitive market. Slowly but surely mobile phones are being used as a strategic marketing tool with a mix of voice and text messaging (SMS: Short Messaging Services). The use of mobile phones is bringing a whole new paradigm in the field of marketing. It has opened up new channels for the marketers. It has become an interactive medium.Today marketers are using mobile phones strategically for customer acquisition, retention and improved customer relationships. It is emerging as one of the key elements in the marketing mix of any company. Another very important but less emphasized aspect of mobile marketing is "building brands through mobile marketing".

The combination of internet and mobile phone technology is opening up a whole new window for the marketers to take their applications and offerings to the customers easily. But before companies take a deep plunge in this new avenue of marketing, they need to look into some of the issues which are associated with mobile marketing and how marketers will integrate this medium with the overall marketing strategy.

Effective Executive Magazine, Mobile Marketing and Branding, Business Environment, Mobile Phone Technology, Business Community, Marketing Strategies, Customer Acquisition, Mobile Marketing, American Marketing Association, Brand Awareness, Brand Equity, Consumer Behavior, Mobile Technology.