The idea of mobile marketing covers a broad range of marketing or commercial communicationrnthat can be accomplished through mobile phone. Despite the fact that, the marketers are able tornaddress the majority of the audiences easily through mass communication, in the traditionalrnmobile marketing, the mechanism for delivering marketing information or advertisementrndictates, the mere delivery of information while neglecting the users preference and/or context.rnIn order to overcome such problem, we propose a context aware mobile marketing (CAMM)rnarchitecture that utilizes the user preference and context information of the user. The architecturernis composed of two components which reside in the client mobile device and a server. The clientrnside components are responsible for capturing user preference and context so as to infer usersrnmarketing preference and send a request to the server. Whereas, the server side components arernresponsible for processing the request received from the client and deliver marketing informationrnthat match the user context. In order to map the relationship between the context, marketrnpreference and user characteristics and identify the preferred user preference, we also utilizedrnontology based user preference modeling on the CAMM client.rnAs a means of evaluating the proposed architecture, we develop a prototype that implements therncore components of the proposed architecture on android based mobile phone. We also evaluaternthe implementation on sample preferences and location data. Results from the experiment showrnthe proposed architecture is promising to provide a context aware mobile marketing for smartrnphone mobile users.