Therefore, the marketers of today should have a hawks eye on any new marketing trends and issues so that they can be adopted and addressed respectively and so that they benefit the marketing activities of the product to the maximum possible.
The current issues in marketing are those which have not been that prevalent/popular or even existent a year ago, and this is where the need for spotlight on them arises. Marketers in the making need to have a close look at these current issues so that they can incorporate them in their marketing practices when they step into the practical life. Not just those in the making, but it is essential for current established marketers to be flexible for these current issues so as to provide the best marketing services to the product or company.
When the mobile phone was initially invented, it was done so for the purpose of wireless communication and was used specifically for emergencies or when someone had to travel. But with the passage of time, dependence on the mobile phone has increased as this little device has become more than just a means of communication for emergency purposes. The mobile phone has become a very interactive medium, with the invention of other services like SMS (Short Message Service), MMS (Multimedia Message Service) and GPRS (General Packet Radio Service). These services have increased the attractiveness of this little piece of phone and opened many horizons and opportunities for marketers. This can be said because the mobile phone is a device which is present with the owner 24/7. It is not a television, which is seen only when time is available or the newspaper, which is read once its got hold of. It is the mobile phone, which is individually owned by every single person and they keep it. Therefore, access is unlimited and the user is bound to go through any SMS or mms that hits their cell phone, thereby increasing the chances of attention that a particular marketing attempt will get in the eyes of the target audience. (Salter, 2007)
With passing time, the popularity of the mobile phone marketing is ever increasing and this rate is not getting stagnant. In the year 2008 only, it has been reported that over 89% of businesses will be considering marketing through using the mobile phone. At times, the issue in this type of marketing often gets raised that the users of mobile phones are bombarded with unwanted advertisements and marketing efforts, something that stands as a boulder to the important messages that they might be waiting for. It was even regarded as "spam", a term popularly known for email, but can be used when the customers are abused by unwanted content in any other media as well. But in some parts of the world, mobile marketing through using the SMS facility has been made a legal act to do, and therefore, this increases the opportunities for all marketers as they can now reach their optimal potential in marketing without worrying about harming laws. (Goswami, 2008)
Mobile marketing can take many forms: they can be done through MMS, through sponsoring the