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Businesses worldwide are embracing mobile phones as a viable channel to target consumers with their brand messages. Fueling this trend are improvements in mobile technology by leading cellular service providers, an increased consumer adoption rate of mobile phones, and a growing niche market of vendors that supply mobile search, messaging, and marketing services. Couple that with the powerful ability of mobile marketing to reach target demographics throughout the day instead of just when they're in front of the television or a computer and got a potent advertising platform with numerous possibilities to increase brand awareness. But the mobile marketing space today, particularly in the U.S., faces many inherent challenges, including consumer reluctance to accept intrusive advertising on their hand-held devices.
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