Mobile Marketing has taken off in other countries, and is just now seeing realized potential in the United States. Most often, mobile marketing is not understood, and therefore not implemented as part of marketing strategy portfolios.

1. Mobile Marketing is not an effective form of advertisement.
   Mobile phone penetration in the US is over 90%, and will approach 100% by 2013. Over 90 million people are text messaging users today, and another 24 million browse information on their phones. Over 78% of mobile subscribers 18-34 use messaging, and 33% surf the Internet on their phones. 23% of users OVER 65 use mobile messaging. These numbers are growing daily, making mobile communication for advertising more effective daily.
2. Mobile Marketing only works when targeting youth.
   Mobile data use is heavier in 13-34 age group but the average age for text messaging is over 32 and most mobile technologies like mobile Internet are moving upwards rapidly. The most reasonable target group is ages 13-43, but varies widely depending on specific industry product.
3. Mobile marketing is invasive and not wanted.
   Mobile marketing is anything but invasive. Protected by regulations and industry best practices, mobile marketing is by definition permission based marketing to receptive consumers. Your customers WANT to be on your list! Unlike email, spam is not permitted and text messaging can only be sent to customers who have opted in to your program.
4. You need an opt-in database to launch a mobile marketing program.
   Mobile marketing is not forced advertising, but an experience where consumers opt-in willingly because they identify with your brand. Unlike email broadcasts which are labeled 'SPAM', SMS marketing is welcomed by the recipient because they are interested in your brand. In contrast to traditional advertising, it offers something to the consumer that is inviting and a win/win for both the consumer and business. Your database grows automatically with your program implementation.
5. Mobile Marketing is about cutting edge, sexy, or trendy technology.
   Actually, mobile marketing is about applying the right strategies to the right audience at the right time. Sexy? Maybe, but more importantly, it is a market trend that should not be ignored. If your competition is not already implementing mobile marketing, they soon will be. Take a close look as this growing marketing phenomenon, as it is definitely here to stay.