The trouble with mobile marketing
(should it exist, or will we soon get annoyed with it?)
Anyone who has ever worked with me will know this is something I've banged on about at length for years. Most mobile marketers have either disagreed with me or ignored me, which I've taken as a good sign.
One of the primary lessons learned over a decade of interacting with consumers over their mobile devices is what I used to call 'the unique way they interact with their 0-9 keypad'. These days it's as likely to be a QWERTY keyboard or a touchscreen, but the principle is the same. Context is king...
