With the advent and growth of mobile marketing in this decade, marketers from all over the world are beginning to look to the mobile world as the means of advertising and building a business. Like the movie title, mobile marketing has its good, its bad, and its ugly. The ugly in this case is unsolicited messages, known as spam.

The growth of text message marketing has been in leaps and bounds in recent years and is is only expected to increase over the years to come. Accompanying this growth is the wireless regulations and Mobile Marketing Association’s U.S. Consumer Best Practices that outline a compliance within sending text messages for marketing purposes. This is a very important key to the continued growth of the industry as companies that do not follow these regulations are damaging the foundation that SMS marketing has built over the years.

In the previous article entitled Permission Based Mobile Marketing – The What, the How, and the Benefits, we discussed the very basis for mobile marketing–permission & consent. To recap where we left off, permission based mobile marketing is defined as:

As of August 1st 2011, mobile marketing audits are performed by a third party company for ALL advertisements of the keyword/number call-to-action. All keyword and text number advertising will be required to contain the following information:

It’s certain this question has come across the mind of a mobile marketer at some point in time, and rightly so. How much is too much? How little is too little? Where do you draw the line between annoyingly over-saturating your subscribers and keeping the business offers fresh on their mind? We’ll try to establish a happy medium for text message frequency, but keep in mind, it is dependent on what type of business it is and what is being offered with text message marketing.

In our last article in our “How-To” series of mobile marketing, we covered the details of beginning a mobile marketing campaign. As part of those details, we discussed briefly the need to advertise a mobile marketing campaign properly. Because of the importance of advertising in marketing, we’ve decided to revisit the aspect of advertising a mobile marketing campaign. We’ll discuss utilizing other forms of advertising to promote your texting campaign, creating effective call-to-actions, and knowing/following SMS regulations for advertising.

Part 3 of our series of “How-To’s” for mobile marketing focuses on perhaps the most important part of running a mobile marketing campaign: gathering subscribers. No mobile marketing campaign is going to succeed unless it has subscribers, and the more the better.