By Clive Maclean

Year after year, industry pundits have proclaimed “The Year of Mobile.” Finally, we have all grown tired of waiting as mobile has become not just viable but an exciting part of engagement-driven marketing campaigns.

And while there is fervor around how to leverage mobile to reach consumers, some brands already have developed fairly substantial opt-in SMS databases. But to what end?

While we all like to focus on the more innovative applications of mobile – LBS, QR codes, augmented reality – the truth is that the bulk of mobile marketing activities have been, until recently, SMS-driven.

Essentially, taking what is a very personal medium and treating it like push media.

While this approach has and will bring some short-term benefits, it will not take long before customers tire of this one-way barrage and the medium becomes less effective.

Evolving mobile strategy
Consumer expectations around digital interactions evolve constantly. In turn, brands must adjust their strategies to meet the current needs of an audience.