214 Understanding Digital Marketing Mobile: market size and rate of growth In November 2009, the Mobile Marketing Association updated its defini- tion of Mobile Marketing to the following: Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network. Over the past decade or so, mobile marketing has gone from being a fairly broad advertising term to referring to a rather specific type of marketing. Once used to describe any form of marketing that made use of a moving (mobile) medium (things like moving billboards, road shows and other transportable outdoor advertising), today it refers to a completely different form of advertising: reaching out to connect and interact with consumers through their mobile electronic device of choice. As with other forms of online marketing, mobile marketing in its various guises has evolved rapidly in a relatively short space of time, fuelled by consumers with a hunger for anything that can help them streamline their congested, hyper-connected lives. As lifestyles evolve to become ever more generic, global and portable, the lure of the `always connected' mobile