Mobile marketing differs from most other forms of marketing communication in that it is often user (consumer) initiated (mobile originated, or MO) message, and requires the express consent of the consumer to receive future communications. A call delivered from a server (business) to a user (consumer) is called a mobile terminated (MT) message. This infrastructure points to a trend set by mobile marketing of consumer controlled marketing communications.[38]

Mobile marketing via proximity systems, or proximity marketing, relies on GSM 03.41 which defines the Short Message Service - Cell Broadcast.[33] SMS-CB allows messages (such as advertising or public information) to be broadcast to all mobile users in a specified geographical area. In the Philippines, GSM-based proximity broadcast systems are used by select Government Agencies for information dissemination on Government-run community-based programs to take advantage of its reach and popularity (Philippines has the world's highest traffic of SMS). It is also used for commercial service known as Proxima SMS. Bluewater, a super-regional shopping centre in the UK, has a GSM based system supplied by NTL to help its GSM coverage for calls, it also allows each customer with a mobile phone to be tracked though the centre which shops they go into and for how long. The system enables special offer texts to be sent to the phone. For example, a retailer could send a mobile text message to those customers in their database who have opted-in, who happen to be walking in a mall. That message could say "Save 50% in the next 5 minutes only when you purchase from our store." Snacks company, Mondelez International, makers of Cadbury and Oreo products has committed to exploring proximity-based messaging citing significant gains in point-of-purchase influence.[34]

The privacy issue became even more salient as it was before with the arrival of mobile data networks. A number of important new concerns emerged mainly stemming from the fact that mobile devices are intimately personal[42] and are always with the user, and four major concerns can be identified: mobile spam, personal identification, location information and wireless security.[43] Aggregate presence of mobile phone users could be tracked in a privacy-preserving fashion.[44]
In order to start a conversation with a text message, it has to be personal, so this is the best method available to start a conversation with someone from whom you have a cell phone number. They can reply to your first text message directly back to you and you can take on the conversation from there (i.e. for a big ticket, don't use a robot, your prospect is an individual, like you, that you want to respect.)
Dunkin Donuts revived some of their failing stores with an SMS campaign that they advertised through online ads and radio. The campaign rewarded customers for sharing the text offers with their friends. By encouraging sharing and word-of-mouth in their promotion, they leveraged their spending on their SMS campaign and managed to provide sufficient incentive that 17% of those who received texts forwarded them and 7,500 people opted in to their loyalty program. The result was a 21% increase in store traffic. Impressive results.
SMS is an ideal way to generate leads for businesses. And there are lots of reasons for that. It’s one of the most affordable marketing mediums available with low-cost investments generating truly impressive ROI. It has a universal reach, accessing customers without Internet connections – a huge benefit over mobile messaging apps. No other advertising platform can virtually guarantee that your message will be read by your customers the way SMS can.
Take a stab at running a challenge solely for portable clients, whereby agreeing to accept instant messages they can be entered to win a free item or administration. Or on the other hand by agreeing to accept your “inward circle” they can be qualified to take an interest in standard contests, for example, question and answer contests, voting in favor of their most loved item or benefit, or some other sort of challenge or rivalry you can concoct. Holding customary fun contests is an incredible method to keep your clients locked in
Businesses have been collecting customer information for years by offering a birthday freebie, i.e. a free product or service on your birthday. Customers are more likely to trust you with their phone number if they get some sort of reward in return. You can also send them one-month, six-month, or one-year “anniversary” bonuses based on their sign-up date.

In a nutshell, mobile devices are arguably the most personal items we own and as (SMS/MMS) marketer building your phone number database in the early stages of your (SMS/MMS) campaign, you need to let subscribers know what they are opt-in for. keep your promise and send only infrequent, valuable text messages. Remember to keep delivering value through incentives and your customers will stay opted-in and very eager to receive your next text.

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