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Mobile marketing approaches through SMS has expanded rapidly in Europe and Asia as a new channel to reach the consumer.

SMS initially received negative media coverage in many parts of Europe for being a new form of spam as some advertisers purchased lists and sent unsolicited content to consumer's phones; however, as guidelines are put in place by the mobile operators, SMS has become the most popular branch of the Mobile Marketing industry with several 100 million advertising SMS sent out every month in Europe alone.

In a more theoretical manner, academic Andreas Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device".

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On average, SMS messages are read within four minutes, making them highly convertible.

Over the past few years SMS marketing has become a legitimate advertising channel in some parts of the world.

The mobile operators demand a double opt in from the consumer and the ability for the consumer to opt out of the service at any time by sending the word STOP via SMS.

These guidelines are established in the CTIA Playbook and the MMA Consumer Best Practices Guidelines which are followed by all mobile marketers in the United States.

Good examples of mobile-originated MMS marketing campaigns are Motorola's ongoing campaigns at House of Blues venues, where the brand allows the consumer to send their mobile photos to the LED board in real-time as well as blog their images online.

Push notifications were first introduced to smartphones by Apple with the Push Notification Service in 2009.Brands have begun to treat the mobile short code as a mobile domain name allowing the consumer to text message the brand at an event, in store and off any traditional media.SMS marketing services typically run off a short code, but sending text messages to an email address is another methodology (though this method is not supported by the carriers).In Canada, opt in will be mandatory once the Fighting Internet and Wireless Spam Act comes in force in mid-2012.MMS mobile marketing can contain a timed slideshow of images, text, audio and video.According to mobile marketing company Leanplum, Android sees open rates twice as high as those on i OS.

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