We promote products every day through mobile, but not using a single method, but a series of ideas.
We use SMS marketing, local SEO, apps for Apple and Android, and mobile ready sites. You can never look at mobile marketing as a single item or you will reduce your potential market exponentially. Think carefully about how your prospective buyers will use their phone to research and take steps towards purchase. Try to figure out how you can insert your business into their research and decision making process.