Mobile marketing may be experiencing an identity crisis. Is it push marketing, delivering banners and messages to distinct on-the-go targets? Is it a convenient ordering mechanism or primarily a facilitator of social networking? Or is it less than the sum of its parts, the next “big thing” that will likely disappoint?
Marketers disagree about its functions and seem uncertain as to its possible advantages. The use of mobile marketing to complement other channels is more confusing today than social media marketing was a mere 12 months ago. But the explosion in the use of portable computing devices makes it imperative for marketers to try to make sense of it all.