There have been rumblings within the marketing profession for a number of years as to how important mobile marketing will be for businesses. Clearly it is widely known that an ever growing number of people are using their phones for more than just making calls with approximately 40% of people in the US owning a smartphone with this increasing to 50% in the UK. These people are using their phones to check emails, check Facebook, and surf the internet, so it makes sense for marketers to specifically target this market and to look at ways to get their message out there.
However, partly due to the fact that only 25% of the total internet usage comes from mobiles compared to the belief that it would overtake traditional usage by 2014, it is fair to say that the growth of mobile marketing has been slower on the uptake. The reason? A lack of a clear strategy as to how to best use this new marketing tool resulting in problems developing that have then led to it not being as effective as it should be.