Reach 'Em Via Mobile or Wagon Train

I was asked in a wide-ranging interview whether mobile should always be part of the marketing mix? This is what I told Mobile Marketer: Always is, of course, an absolute. Given the popularity and reach of mobile devices, you would be hard-pressed to have only non-mobile subscribers in your target group. But if that is the case – perhaps in a rural area that has not seen a cell tower – mobile should be left out. Leave delivery of the message then to the Wagon Train. The rest of the interview, including in-depth comments on the award-winning Arby’s campaign, is here