Although mobile marketing can be powerful, it is not appropriate for every company. It has unique assets that make it particularly advantageous for some initiatives, but it is not predictable or stable enough for other initiatives. As with any marketing campaign, a mobile marketing effort must be closely considered and evaluated before the work begins. Companies that don't offer the right product or service, or don't have enough resources to get it right, should wait to undertake a
mobile marketing project. Understand your audience, know your objectives, and be prepared to fail.
So when should mobile marketing be used?
