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The mobile phone market is growing at an unprecedented rate worldwide with 1000 new customers every minute. Mobile marketing is a relatively new but powerful method of reaching the desirable Generation Y demographic, directly providing them with on-demand content through a technology they're comfortable using, most commonly text messaging.

The appeal of mobile marketing, especially to this demographic, is that it provides them with information in a distinctive channel, getting noticed above the saturated alternatives out there, while being a fairly passive sell allowing them to use the information as they choose.

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