Editorial

摘要

Mobile marketing refers to marketing activities conducted using mobile technologies. This ranges from advertising of products and services on mobile devices to discounting and promotions using the mobile communication medium. Like other applications of mobile commerce, the emergence and development of mobile marketing is triggered by the ubiquity of mobile devices and the advancement in mobile communication technologies. Mobile marketing is different from other forms of marketing activities due to its ability to reach people anywhere, and anytime with timely, location-sensitive, and device-adaptive advertising and promotions. With the increasing penetration of the mobile phones and growing popularity of mobile commerce throughout the world, this is an application, which is here to stay.