This paper has the aim to examine the emergence and development of mobile marketing over the past years, addressing the role it currently plays in modern marketing and how it can help organizations to improve their communication to customers. It analyses the new concept of the mobile phone in contemporary society, discusses the changes of consumers'behavior in the new economy and describes the main advantages offered by this new medium. Moreover, it gives an overview of main advances in mobile technology, which are providing marketers with innovative tools for the development and implementation of more effective marketing campaigns. It addresses factors for success and major challenges such as acceptance and privacy and gives advice on developing a mobile marketing campaign.