ABSTRACT
This chapter provides an overview of the features and options that the marketer can leverage in mobile marketing. It analyses of the mobile marketing fundamentals. The chapter discusses the features that the marketer must keep in mind while evaluating the option of using the mobile as a channel for marketing. It examines the different techniques of mobile marketing so that the marketer can choose the most appropriate tools in developing a mobile marketing plan. In most enterprises, initiatives on mobile marketing are introduced just to complement the current marketing channels, without much thought on how effectively mobile marketing can be implemented by utilizing its ability as a mass media that is also personal in nature. Enterprises need to understand that the mobile not only offers an electronic version of traditional marketing media similar to Internet marketing but also provides the ability to do customized marketing for a specific customer using predefined rules.
