Consumers all over the developed world have come to rely on their mobile phone as the essential communications tool. They personalize it; they take it with them wherever they go; many of them can't imagine living without it. What this means for marketers is that a well-planned mobile marketing campaign can become a very powerful tool indeed.

This guide gives a comprehensive overview of what mobile marketing is, and how it is currently being used to great success within the industries of travel and hospitality, retail, information systems and financial services.