Push and Pull Marketing: In the early years of mobile marketing, "push marketing" was the big thing whereby the mobile consumer would be happily strolling by his favorite retail store and he would suddenly receive an advertisement on his mobile handset. Of course, frequent buyer programs needed the appropriate privileges, but the idea was perhaps ahead of its time and certainly the handsets were not yet equipped with the technology to derive an approximate location. Plus, five years ago, access to the Internet was spotty and certainly not yet available on cellular phones. Tasks that are routine today were difficult back then.

But this is 2009 and both technology and the consumer have reached a level of maturity that allows different business models to take shape. Mobile marketers are looking to make it easier to link product information directly with the mobile consumer through "pull marketing." Today mobile marketing platforms enable consumers to "dial-up" information directly to their mobile device when prompted for a "call to action." For example, a potential customer is walking past a retail electronics store and sees an ad for the latest iPod. The "call to action" to find more information about the iPod is a number to dial preceded by star-star (**) on the phone's keypad. The number to dial could be: **iPod or **4763. After dialing the number, the customer will receive product information.
So, just as in the early years when marketers found it necessary to include their URL with print, TV or other media advertising, the same may be coming to pass for these mobile short codes.

Location based Mobile Marketing(LBS): LBS) are offered by some cell phone networks as a way to send custom advertising and other information to cell-phone subscribers based on their current location. The cell-phone service provider gets the location from a GPS chip built into the phone, or using radiolocation and trilateration based on the signal-strength of the closest cell-phone towers (for phones without GPS features). In the UK, networks do not use trilateration; LBS services use a single base station, with a 'radius' of inaccuracy, to determine a phone's location.

Meantime, LBS can be enabled without GPS tracking technique. Mobile WiMAX technology is utilized to give a new dimension to mobile marketing. The new type of mobile marketing is envisioned between a BS(Base Station) and a multitude of CPE(Consumer Premise Equipment) mounted on vehicle dashtops. Whenever vehicles come within the effective range of the BS, the dashtop CPE with LCD touchscreen loads up a set of icons or banners of individually different shapes that can only be activated by finger touches or voice tags. On the screen, a user has a frame of 5 to 7 icons or banners to choose from, and the frame rotates one after another. This mobile WiMAX-compliant LBS is privacy-friendly and user-centric, when compared with GPS-enabled LBS.

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