What is it

As the name suggests, it is all about marketing to consumers through their mobile phones. The mobile phone is invaluable to an increasing number of customers - recent research showed that it was the one thing a majority of people said they would not want to be without - at any time, more important than the wallet or purse.

So the mobile represents perhaps the most powerful advertising and promotional medium available. But it also represents the most dangerous, as the fact that it is so personal also means that if you get a mobile campaign wrong, customers will not forgive you.

So you need specialist knowledge - but the potential is huge. Mobile marketing can form part of an integrated campaign, linked to traditional media but giving customers what they increasingly demand - anytime, anywhere access to information - or more precisely, information and services when they want them.