I probably don’t have to tell you that mobile marketing is incredibly complex. Why is this? Because mobile encompasses nearly all other forms of media in one. Mobile is talking on the phone, the mobile web, images, video, radio, interactive apps, location, etc. 

"The challenge here is: how do we balance scale with engagement?" said Jeff Plaisted Microsoft Advertising National Specialist Sales Manager. Here at ad:tech NY, Plaisted, along with Adam Hughes, Digital Media Supervisor at Starcom, discussed a campaign they worked on for GMC. 

We won’t get into the whole case study here, but just a couple takeaways. "Make it quick," said Plaisted. "Get to the point really quickly and deliver that value."

This is probably good advice for marketing through mobile or through any other channel. While there are certainly exceptions to the rule, it’s getting harder and harder to command consumers’ attention these days, if for no other reason than the fact that there are so many entities vying for it through all different channels.

That’s why the GMC campaign used an in-app calculator that asked consumers to answer just a few quick questions, rather than a whole bunch of questions. If you’re lucky enough to get them there, don’t drive them away by threatening to use up too much of their time.

The real reasons to increase you mobile marketing efforts are that mobile is "universal" and "insanely personal", as Michael Becker of the Mobile Marketing Association pointed out.

According to Becker, there are 6.8 billion people on planet and over 5 billion mobile subscriptions. In the U.S. there are 277 million subscriptions, with 233 million unique users. Is that enough reasons?

Read here for some mobile marketing tips.