What customers expect from mobile marketing. Melinda Krueger does a great job at keeping it short and sweet when it comes to Mobile Marketing. (http://www.mobilemarketer.com/cms/opinion/columns/17282.html)

  1. Relevance - this requires personalization, not segmentation. When you are dealing in Mobile, I am an audience of one.
  2. Recognition - where ever I am, no matter what device, know it is me.
  3. Real time - browse-based remarketing has become very successful because it is responding to what I am interested in, right now.