See an intriguing ad for a law firm but no pen and paper on hand? Joseph Mitchell, president of textMyCity, is hoping that soon you’ll reach for your cell phone.

TextMyCity, which Mitchell started six months ago, is part of a new movement pushing for marketing strategies built around technology. Mitchell’s service uses text messaging to advertise and spread information, also known as “mobile marketing.” With textMyCity, companies sign up to become members and are issued a tag; when an interested person sees a member company’s ad and sends a text message to textMyCity with the tag, the service sends the customer back a text message with contact information.

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