Imagine getting on your mobile phone, and advertisements for a popular local restraunt are delivered to your mobile phone, because you communicated multiple text messages containing the words eat, hungry, and dinner.

1. Mobile Marketing Era
Mobile advertising is an underdeveloped industry and as it expands,
will develop many policies to guide the use of mobile marketing. Currently
with low entry-barriers into the mobile marketplace. Mobile marketing has
already been used in ad-funding mobile projects globally in all major mobile
marketplaces.
The wireless industry has been looking to develop forms of
advertising over mobile for the past decade. The user-paid model has been
one of the key barriers to the growth of mobile data consumption and mobile
marketing, as mobile operators have always been tied to the customer
through contracts and billing processes. Mobile operators can leverage their
audience with advertisers to support mobile tariffs for ad-funded
communications and content. The ad-driven model is an easier mobile
solution to engage for both the consumer and advertiser.
Mobile devices are the most widely held media channels in the world,
it is quickly becoming one of the most widely used media channels. A
mobile device is personal, always on, and engaged throughout the day,
making it an attractive advertising platform. The reach is greater than
television, the effectiveness is stronger than print, and the targeting is more
precise than the web.
Imagine getting on your mobile phone, and advertisements for a hotel
the moment you land in San Francisco because an analysis of past calls
suggests you tend to take week long trips there. Maybe you receive a
wireless coupon for a local pizzeria after a text for a pizza on your mobile
web browser. Perhaps you receive an advertisement of a popular local
restraunt, because you communicated multiple text messages containing the
words eat, hungry, and dinner.
Nicholas Hogan, 2011