Mobile marketing is the promotion of products or services to mobile users. It's the application of advertising practices on mobile phones. Traditional forms of mobile marketing include SMS Marketing and Multimedia Marketing.
Most recently, a lot of internet users have been accessing the World Wide Web with the use of their mobile devices creating a new term, "Mobile Web". Wikipedia defines Mobile Web as the use of Internet-connected applications, or browser-based access to the Internet from a mobile device, such as a smartphone or tablet computer, connected to a wireless network.
This particular feature has automatically drawn in a horde of consumers who, with their busy and hectic day to day schedules, have become very dependent on their mobile devices. They consult their smartphones to find stores, compare prices, look for bargains, restaurants, items and local information.
Mobile users not only utilize their mobile devices as guides for shopping, extracurricular and consumption needs. They also often make transactions like purchasing items and making travel arrangements by accessing the internet via their mobile device.
Naturally this also spawned a new means of mobile marketing: the creation of mobile optimized sites allowing the user to browse through mobile sites that are customized for the smartphone, for the android, for any wireless handheld gadget.