"I knew
I should've waited."

Small retailers are finding success with the use of mobile advertising and other marketing, reports The New York Times.

The drop in costs associated with sending text messages is partly behind the rising popularity of the tactic, especially among those smaller businesses. That, coupled with a tone that's consistent with the target audience, means some measure of success in getting feedback and participation is being achieved.

E-commerce operations are approaching mobile marketing differently than brand advertisers. The latter have been leading the way in mobile advertising simply because it's more difficult - or at least it has been - to generate a sale through a mobile ad, as opposed to simply reinforcing a brand identity.

Only now are e-commerce sites doing more with wireless marketing, but are still not throwing their full weight behind it because not all their customers are tech-savvy.

As with most other things, the recent appearance of the iPhone could be a game changer. Its rich media capabilities and colorful, wide-screen display could lure advertisers once hesitant to explore mobile marketing.