On June 29th, Apple will release the long awaited iPhone. While the initial demand has been significant, its debut is even more important to the future of mobile marketing. This is because the iPhone not only comes with voice and text messaging but also built-in Wi-Fi, which will enable marketers to create services that literally sit in the pocket of targeted consumers.

This is significant because companies like Earthlink, Google and Clearwire are in the process of building city-wide Wi-Fi networks in major cities across the country. Once in place, these networks will let Wi-Fi enabled devices to connect to the Internet virtually anywhere in a given city. For marketers, this means consumers can connect and stay connected, making it easy to present offers, incentives and or promotions at times when the opportunity for conversion is at its highest.

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In recent years, the US has witnessed an explosion in the use of mobile text messaging. So much so, that it’s created a new medium for advertisers to reach and targeted consumers in ways like never before. According to the Mobile Marketing Association, text messaging usage has increased by over 120% in the last two years alone. Many point to the success of shows like American Idol as one of the main reasons for the growth. Now, major brands are using mobile to stay connected to consumers at virtually anytime or anywhere.

The major attraction to mobile marketing is its ability capture consumer response quickly and at times when there is a better chance for a positive reaction. For example, a restaurant can use mobile marketing to distribute coupons to hungry consumers just as they are deciding what to eat.for lunch. Since these people are more than likely not at their desks, a mobile campaign is a much more effective method because chances are great they will have their cell phone with them.

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