Mobile Marketer asked for the Top Do and Top Don’t for mobile. Of course, there are more than one of each, but here is how I responded:
"Do know your customer and plan mobile accordingly.
"It is important for marketers to know who their target audience is and figure out who they are trying to reach.
“Steve Mura, director of digital marketing at MillerCoors, knew that the iPhone would raise the profile of mobile, but it would take the introduction of Android devices to satisfy his ‘guys’ – relatively young males who demand choice. Steve and his teams spent more aggressively on mobile once he was confident that the Android was in the hands of his customers and a vital part of their day."
"Don’t chase so-called shiny objects while neglecting the products and services in mobile that work.
"Companies should stop looking at what the latest trend is and figure out what medium works best for them.
“The objectives are to sell more product, and to drive engagement and loyalty. If you spend only against the newest products, you likely will only move your business backward.”
The full article is here http://www.mobilemarketer.com/cms/news/strategy/13367.html