I think the industry is generally thinking mobile phones when defining mobile marketing. (not so much lap top) Web, of course can be accessed via both, but a mobile optimized site is needed when using a phone.

Your point about individualized promotion is on target. We call that one-to-one marketing. Keep in mind, too, that it’s permission based. The recipient either has to go out seeking your mobile optimized site, or in the case of SMS (texting) they have to opt-in to receive your message.

Speaking directly to SMS and MMS (one is texting, the other is video or audio via texting…simply put) the message is effective because it is (1) brief. With only 160 characters to work with, the recipient knows it will be a brief / painless message (2) trusted. What’s more personal than one’s mobile phone.? It’s considered a trusted source. Since the message is permission based and users are given the opportunity to opt-out every time, the message must also be (3) timely and (4) relevant. Send spam and you’ll just get a bunch of opt-outs. Marketers are careful, therefore, to send meaningful content.

Tons more to say about mobile, but I already broke rule #1…be brief.

Michael Swart
(314) 713-4886