Frost & Sullivan identify four innovations in mobile marketing

[f&s] Marketing on a mobile device is more personal than any other form of marketing promotion. And, it gives the brand doing the promotion a way to track demographics on the behavior of those who respond that no other marketing vehicle is able to do. In addition, the mobile phone is the only two-way marketing medium that can be fully customized to the subscriber's specific interest and precise location. And, the mobile phone is the only device that participates directly in the marketing promotions (coupons to the phone) and the redemption (phone used for loyalty identification & payment).

Here are four innovations that are taking mobile marketing to the next level.

1. Near Field Communications (NFC)
   
2. Mobile as Part of Integrated Marketing Campaigns.
   
3. Mobile Coupons & Retail Loyalty
   
4. Ad Exchanges
   

Innovations in Mobile Marketing