The Increasing Importance of Mobile Marketing in the Light of the Improvement of Mobile Phones, Confronted Problems Encountered in Practice, Solution Offers and Expectations

Improvements in information and communication technologies introduce important marketing opportunities for companies. One of the last technological improvements affecting the marketing activities of the companies is mobile phones being used as a channel of marketing communication. In the process of the promotion of the goods, services and ideas, this situation has increased the importance of 'Mobile Marketing' which can be identified as establishing the marketing communication with the target clients through mobile phones and sending promotion oriented messages. This study will firstly touch upon the improvements in mobile communication technologies briefly. Thereafter, the increasing use of mobile phone and the growing importance of mobile marketing due to its advancing features will be revealed along with its benefits, and solutions will be offered by means of discussing the problems confronted. Finally, future oriented expectations will also be included. (C) 2015 The Authors. Published by Elsevier Ltd