The most basic way to familiarize oneself with mobile marketing is to understand its definition. Technically, mobile marketing is simply a marketing strategy that employs mobile devices for promotion of ads. The definition of mobile marketing is also related to marketing that involves movement such as technology road shows or billboards. Nevertheless, the given mobile marketing definitions still fail to capture the real gist of the definition.

However, during November 2009 Mobile Marketing Forum, the Mobile Marketing Association announced an updated mobile marketing definition, to include more comprehensive details to help make people understand the term better. The Mobile Marketing Association (MMA) is the number one international non-profit trade association actively promoting the growth of mobile marketing and advertising as well as their related technologies. It has a 700-strong member companies from over 40 countries around the world. The association’s headquarters is located on the United States but it also has respective regional chapters on North America, Europe, Latin America, Middle East and Africa, and Asia Pacific.

According to the Mobile Marketing Association, properly defined mobile marketing refers as a set of practices that organizations can utilize to communicate and connect with their customers in an interactive a well as relevantt way by utilizing any mobile device or network. The enhanced definition of mobile marketing needs two more explanation that would convey the meaning. The first is that these “sets of practices” can be enumerated as follows: institutions, activities, industry players, processes, advertising and media, standards, promotions, direct response, CRM, relationship management, loyalty, customer services, social marketing, and all the other aspects of marketing. The second term that aptly describes” connect with their audience” signifies  to establishing relationships, acquire, generate activity, stimulate social interaction with organization and community members, and being responisve to customers who have needs and demands anytime. Additionally, establishing contact with consumer can begin by simply responding or clicking from the marketer’s end.

The rationale of this update of mobile marketing definition, according to Mike Wehrs, President and CEO of MMA, is to provide a more accurate description of this ever-growing field of mobile marketing. The useful information was found in a website of a website designer who also did Internet advertising and quadracentifiable optimisation.