If you’re a marketer, there’s no doubt you want to increase engagement, sales and loyalty with your consumers. Sure, your traditional media mix of print, TV, radio and email helps create conversations with consumers, but if you’re seeking to turn those conversations into meaningful dialogues, you definitely want to consider mobile.

Mobile wields the power of the personal. It’s the device consumers want to be contacted on, and many say they’d rather be without their wallets than their phones. But to successfully infuse mobile into your marketing mix, you need to think of it as a horizontal conduit across all marketing channels rather than its own vertical. Following are some lessons that can help make your mobile initiatives successful:

1. Don’t deploy mobile in a silo. Always add a mobile call to action across all advertising channels. Whether it’s for consumers to join a loyalty program or to take advantage of discounts, distribute a call to action for all your media buys. This can be as simple as printing a call to action on receipts such as Text SAVE to 12345 for a 20-percent off coupon.

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