Mobile marketing presents an opportunity for companies to direct their promotions at smartphones users, potentially bringing in a host of new business. According to recent research from the Interactive Advertising Bureau**, 70 percent of respondents welcome mobile marketing, and don't see it as an invasion.

Students in school for a marketing degree can see the impact mobile marketing is having on ecommerce. The IAB Mobile Phone Shopping Diaries report found 51 percent want mobile ads to lead them to a company's website. 

"Mobile commerce holds tremendous opportunities for brand marketers," said Anna Bager, vice president and general manager of the IAB Mobile Marketing Center of Excellence. "The fact that mobile ads are key handset shopping motivators means that digital advertising can be a powerful force in driving this new wave of commerce."  

According to a recent article from Mashable**, marketers can tell a lot about customers from their mobile device use. The website references research from Nielsen, which states tablet users are more likely to engage in mobile commerce than smartphone users. Marketers are also able to see what kind of products a person likes based on the apps they download to their mobile devices.

*http://www.marketwatch.com/story/convenience-mobile-ads-rank-as-top-drivers-of-mobile-phone-shopping-activities-according-to-study-by-iab-mobile-marketing-center-of-excellence-2012-05-17

**http://mashable.com/2012/05/14/mobile-marketing-demographics/​