The multiplier effect phenomenon is a characteristic of Internet technology: internationally the Internet is the tap root of many significant developments in economic and social life. This paper was conceived during my study of one of these developments, electronic commerce (e-Commerce). E-commerce has generated a vast body of knowledge incorporating thoughts from many disciplines. This paper follows mobile marketing one of the trails in the corporate marketing dimension of e-commerce. Based exclusively on relevant professional literature, it speaks to the adaptation of certain marketing traditions to mobile devices: cell phones, personal digital assistants (PDAs), smartphones. Thus, this paper projects the marriage of technological innovation and commercial traditions: mobile devices are the technological innovation; careful composition of messages and couponing are among the commercial traditions.