With todays highly mobile lifestyles, recessionary prone economy and mass infiltration of media into both our personal and professional lives, its no wonder that the results of traditional marketing methods are rapidly dwindling.

Regardless of whether your audience fits into the B2B or B2C category, or both, we as a global audience are becoming numb to the outpouring of pithy broadcasts, online intrusions, inundation of email spam and barrage of generation-specific print advertising campaigns. It has also become obvious that there is one thing that we all Baby Boomers, Generation Y, Generation X and Generation Zers alike have in common. We dont leave home without our mobile phone! Its become our identity. The type of phone people carry, the carrier they subscribe to and the services they use reflect who they are.

A 2006 Nielson study showed that over 144 million people in the U.S. (85%) ages 13-54 own cell phones. Its over 230 million today. Another recent study confirmed that over 1.3 billion people used text messaging (SMS); making it the most used data application on the planet, far surpassing email. I dont think theres any argument that mobile has become todays pervasive form of communications.

This paper explores how mobile marketing can enhance advertising response rates, increase buying traffic and build an opt-in community. Topics include:

• Increasing response rates of traditional TV, radio, outdoor, print and online marketing
• Differentiating products and services from competitors
• Increasing buying traffic from an existing customer database
• Building an opt-in community to enhance brand loyalty
• Improving customer service and CRM