The different platforms fragmentation was too much for some mobile brands to handle, causing them late entry in the game. Although this resulted in an overwhelming number of mobile apps available in the market, users now have a wider selection of brands and mobile apps. There is no limit to the brand that users can use as each promises to provide more features, functions, and facilities. Mobile brands cannot rely on applications alone as their sole entity. It is necessary for brands to integrate these mobile apps into all of the marketing strategies of the company. Since competition is getting stronger as days pass by, brands are now more conscious in choosing the apps which enhance the users' overall experience in using the device. This is what makes others truly successful in all their marketing and promotional strategies. The inclusion of some fancy apps, in order to create a spectacle, helps neither the app nor the brand. To top this off, consumers are much wiser now in choosing the best products from an unending array of choices, staying only with ones that constantly offer benefits. So if you want to enter this mobile marketing platform, maintain your position in the market, or improve your marketing strategies to get ahead of competition, ask yourself: "How can I ensure that the mobile app I created will get the consumers' interest that it truly deserves?" If you understand and implement the mobile brands marketing strategies mentioned, then you are likely to win in the ever changing and quickly growing world of mobile marketing. The world of technology is like a race; a company will gain speed, only to have their competition pass them by in the continual race. Just as technology continues to grow and develop at a rapid rate, so do its applications. Once upon a time cell phones were bulky hindrances, carried in the equivalent of small briefcases. Now cell phones are so small that they are easily misplaced. And so commonplace and integral to daily life, that when misplaced, panic often ensues. Cell phones are used for phone, email, text messages, music, and games, as well as practical and entertaining applications. Mobile marketing agencies have quickly realized the power and all encompassing network the world of smart phones and devices provide. Mobile marketing refers to the marketing taking place over wireless networks onto phones, tablets and other devices. In the early days of smart phones, mobile marketing was limited mainly to text messaging, a means still popular, even with increased technology abilities. Now, marketing via mobile means include apps, ads on apps, and being available via social media apps. You want your website to be mobile ready so your clients can access your information quickly and easily. A mobile site can have your most important information on it so it is easily found. This information could include: Google Maps, a purchase button, contact information, your specials, coupons, etc. The list goes on and on. Mobile Marketing is the hip and happening way to market! Mobile marketing is on the rise, and that is a really good thing for most companies. For those who are not familiar with the term mobile marketing, it is a way to market to your clients and customers who use their cell phones for everything! If you are a business that is already using social media to increase sales and optimize brand awareness, great! Mobile is the next step to keep you in the game and ahead of your competitors. You can imagine, now, why you want to get your company ready for this mobile generation! The SMS and MMS systems listed above are cost-prohibitive, of course, so many small business owners believe them to be out of reach. Third-party providers and services, however, are now proliferating the market and allowing greater access to small business. Mobile Web marketing is another tool used by businesses looking to tap the portable market. This is basically the same as any other Web-based marketing, but is targeted towards mobile Web surfers rather than desktops or laptops. Other services, not necessarily meant for mobile marketing, but becoming used for it, are also becoming highly popular. This is especially true of geo-location-based games such as Foursquare and Gowalla. Using these games, which are becoming very popular (and fast), businesses can leverage their 'profiles' and other advertising tools within the games to market themselves. This geo-location marketing is currently the hottest, fastest-growing trend in mobile marketing. It's simple to get involved with, costs little to utilize, and has a user base that is growing exponentially. Any way you cut it, mobile is the future and, right now, has the least amount of competition for the most active (and interactive) users online. This is where an advert or a special offer will pop up on your mobile device when you are in the area where the business is located. This is similar to the way Apple uses reminders in Siri on the iPhone 5. For example, you can ask Siri to remind you to buy an item when you are walking past the shop. Barcodes - These are the barcodes that you sometimes see on adverts at bus stops or even on items themselves. You can scan these barcodes on your smart phone using an app like ScanLife, which is available on the iPhone, and you are taken to the website or to a special offer. This is the preferred method of mobile marketing for me because it is proactive on the side of the user. Messages are very important. If you can't grab your customers attention in a few words on a mobile device you will not have a new customer.