Mobile marketing is poised to become the biggest marketing medium due to the widespread adoption of smartphones. The goal of mobile marketing is to move prospects closer to what they want or need through relevant engagement on their mobile devices. By 2013, there will be over 4.8 billion smartphones in use worldwide, surpassing desktop and laptop computers. Text messaging is the most widely used data application, and 90% of text messages are read within 15 minutes, demonstrating the immediacy of mobile engagement. Mobile provides many opportunities for businesses to generate traffic, build awareness, drive promotions and retain customers.