Mobile marketing is simply marketing using a mobile device as a channel. This is primarily a smartphone or a feature phone. Feature phones do not have access to an app marketplace. The benefits of mobile marketing are reaching your target consumer on the device that follows them from the moment the wake up to the moment they fall asleep. Key to success on this channel are opt-ins and meeting expectations. By this I mean that your audience has opted-in or given you permission to communicate with them through their phone and that the content you push to them meets with the expectations you set in that opt-in.