Your customers are neither confined to their homes nor their offices. Their movement is unpredictable, it you can be certain that they will be moving frequently. So where should you focus your marketing effort? The good news is you can position your marketing mix to reach your prospects using most devices. The bad news is people are very mobile and you now need to reach them wherever they are, adding another element to your marketing mix. Mobile  marketing is not going away. Realize that mobile devices are a viable medium that you can use to reach your audience.
Don’t be mistaken to think that cell phones are the only mobile devices that are worth your time and consideration. Although cell phones make up the majority of devices targeted in mobile marketing try to include every other device on the market.
Tablets and other mobile devices are fast becoming popular. These devices are opening up new markets and opportunities. Some of the newer mobile devices on the market that you may need to target include: E-Readers, Smartbooks, Mini gaming devices, and Navigation devices.
As you play your role in mobile marketing you must stay on top of the game: come up with solutions that would be able to match the unique needs of your customers. Here are some of the different types of mobile marketing channels that you may consider in your marketing strategy:

1. SMS/Text Marketing: You can send messages in the form of text to potential customers through the cell phone. An example SMS message would be: Get 10% of all your purchases at “Your Store” outlets countrywide.
2. Pay Per Call Mobile Marketing: This system uses ads which require the potential customer to take an action (make a call) for billing to occur. A mobile ad with a number that the customer can opt to call is sent to his cell phone.
3. Mobile Banner Ads: This is similar to your desktop web page but is now customized to fit on mobile screens.
4. Quick Response codes: Codes which allow the customers to get information about your business easily via their cell phones, by visiting a mobile version of the company’s business page. The cell phones must have a Reader to scan the bar code.
5. Multi-media service (MMS): Text messages containing rich media elements such as video and audio files.
6. Location Based Marketing: This form of mobile marketing uses GPS technology to send multimedia directly to the user depending on the user’s location.
7. Bluetooth Proximity Based Marketing: The customer is sent a message based on the location where his wireless device is based. It utilizes Bluetooth to deliver messages to customers.
8. Voice Marketing: Pre-recorded audio messages broadcast from a computer managed list played to the customer.

It is estimated that over 90% of people read the SMSs sent to them while well over 86% of them respond positively to marketing messages they receive. Mobile marketing is something that you should embrace wholeheartedly if your clients/prospects would expect to find you there. It is important to respond to what the consumer wants for the future of your business.
Begin thinking about mobile by understanding your client base.  Would they search their mobile device to get directions, call your store or capture a coupon? If so then you probably don’t want to wait to get into the mobile marketing playground.