- Think of mobile as an ongoing conversation with consumers and prospects.
- Look long term and use mobile to support and enhance other marketing programs.
- Use mobile to deliver the most relevant content and offers to each customer, where practical. Do not just blast the same boring offer to everyone on your list week after week.
- Commit to building a mobile program, with the same overall goal of other marketing.
Then lay out a strategy to build the database - think email incentives, circa 1998 - and begin to segment the audience, use a CRM perspective to develop dialogue. Use content and offers that excite, something they may not be able to get from another source, something special. Not necessarily deeper discounts or freebies, but early buying privileges, chance to vote for a new style or feature. And monitor activity as closely as possible to constantly refine strategies and messages, timing and variety.