In Europe the first cross-carrier SMS shortcode campaign was run by Txtbomb in 2001 for an Island Records release, In North America it was the Labatt Brewing Company in 2002.
Over the past few years mobile short codes have been increasingly popular as a new channel to communicate to the mobile consumer.
Short codes are 5 or 6 digit numbers that have been assigned by all the mobile operators in a given country especially for the use of brand campaign and other consumer services.
Due to the high price of short codes of 0–00 a month, many small businesses opt to share a short code in order to reduce monthly costs.
In a more theoretical manner, academic Andreas Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device".
Marketing through cellphones' SMS (Short Message Service) became increasingly popular in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content.
Mobile marketing is multi-channel online marketing technique focused at reaching a specific audience on their smart phone, tablets, or any other related devices through websites, E mail, SMS and MMS, social media or mobile applications.The specifications vary for i OS and android users.SMS and push notifications can be part of a well-developed inbound mobile marketing strategy.Brands are able to both send (mobile terminated) and receive (mobile originated) rich content through MMS A2P (application-to-person) mobile networks to mobile subscribers.In some networks, brands are also able to sponsor messages that are sent P2P (person-to-person).