Like print or interactive marketing, mobile is simply another tactic that marketers can use to reach their target audience.

Mobile marketing

is the use of cell phones and other mobile devices to market a brand or message. It's also an emerging form of marketing that can play a powerful role as part of an integrated marketing strategy. Mobile marketing is commonly used in order to increase brand awareness, generate customer opt-in databases, or drive attendance to specific events and locations.

Examples of mobile marketing include:

Mobile is a unique medium

and it must be concepted and designed with this idea in mind. A mobile marketing firm should be familiar with the enormous variety of mobile phone screen sizes and memory limitations—and strive to create original content best suited to a mobile device.