What is mobile marketing?

As it pertains to this article, mobile marketing is marketing on or with a mobile device.

I recently had an opportunity to sit down with Mike Craig of Ruxter Mobile Marketing. In my discussions with him, I had you in mind and asked him the questions that I think most businesses are curious about when it comes to mobile marketing.

We hear a lot about SMS and Apps. What do you suggest for the small- to medium-sized business?
It's important to keep your goal in mind, which is to provide your consumers information that is easy to find. An application will require a smartphone. Using SMS will connect directly to most mobile phones and can be used as a great connection tool. It boils down to selecting an application or optimizing for your consumers. Not all consumers have smartphones, but the majority can receive SMS. You want to select the option that is available, discoverable and presentable to your specific target market.
SMS doesn't limit the type of phone consumers have; this is important to remember.

Over the next few years, you will see trend that mobile marketing effectiveness will have a lot to do with mobile browser capability and less about apps. Mobile web browser capability is important, and it's where we will see the growth. Invest in something that is more open — don't limit who can see or receive your information.