First there was television and then the desktop computer. Today, cunning marketers are embracing the “third screen” of mobile and turning it into a marketing juggernaut, to the point where it will soon become the “first screen.” Along with the increased performance with the enhanced devices and connections comes an opportunity for businesses to engage and acquire new customers and users.

At one time, mobile marketing was practically synonymous with SMS text message marketing. That was all marketers really knew. But today, there is so much more to consider regarding what can be done with it. It does not mean just one thing anymore in a mobile-first environment. As the evolution continues, the rapid introduction of more possibilities will create even more efficient ways of reaching the mobile consumer. It may seem like mobile has come a long way, but the industry is still in its infancy, and if you have been involved in it for more than five years, you are a veteran.

Today, mobile marketing is one of the most powerful ways to reach people. It enables you to reach a laser-targeted audience in a relevant way and engage them on their most personal of devices—their mobile phone. Relevant marketing means engagement marketing. It is about creating a relationship with your customer or prospect by delivering content that is both relevant and personal. It is no longer just a trend; it is a vital way for businesses and organizations to engage existing customers and acquire new ones. Mobile marketing is modern-day marketing. Very soon, the term “mobile marketing” will sound as ancient as the daily newspaper, or prime-time television. We’ll all know then that it has matured. That is because we will drop the term “mobile” and simply call it marketing.

SOURCE: This is an excerpt from Relevance Raises Response: How to Engage and Acquire with Mobile Marketing. Written by Bob Bentz, President and CEO of Purplegator, Relevance Raises Response is available on Amazon. Several major universities now use Relevance Raises Response as a graduate level textbook in the Communications Department.