Online shopping is becoming immensely popular nowadays. As a result, many advertising companies are depending on "mobile marketing", which promotes a company's stores through offers and sales. Smartphones are responsible for this trend.

According to a 2009 report, smartphones rule the market at a 12% share. It is believed that expenditure for mobile advertising will touch $4 billion by 2015. To maximize their returns on their investment, companies should follow two simple rules while advertising their products online. Customers should believe the product to be dependable, and the company's entire advertising strategy should be a single unified message to avoid confusion.