Mobi is short for mobile and in Web 2.0 this refers to the use of cellular phones or other mobile devices, such as PDAs and smart phones.
Experian, a marketing services provider in the US, estimates that the number of SMS users (approximately 1,8 billion at present) is twice that of active email users. These text messages are generally read within 15 minutes and responded to within the hour - compared to emails, which sometimes go unread for days. It is therefore no surprise that marketers have set their sights on initiatives aimed at mobile devices.
Mobile marketing includes SMS (short message service) or MMS (multimedia messaging service) adverts, advertising on services such as Please Call Me and on platforms such as MXit.
Because of the difficulties of viewing and navigating a traditional website on a handset, many companies are now developing 'mobi' websites that are suitable for viewing on cell phone screens.
One of the greatest issues when it comes to mobile marketing, however, is unsolicited messages and spam. Because a mobile device is viewed as intensely personal, marketers have to ask for permission before sending adverts to users.
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