Why Mobile Is Unique

The mobile channel and mobile marketing have characteristics that are unique from traditional media and marketing channels. Here's a few reasons why.

It's not "hammer and anvil" advertising. Mobile marketing is a "scalpel" for focused communication to an audience, resulting in high participation and retention.
Intimate–it's always on your person
Addictive–it's easy to use and repetitious behavior is easy to access
Mobile can be extremely viral and sticky …mobile marketing messages stay on the phone and are passed from consumer to consumer
TRL Factor–mobile use is time relevant, content/context relevant and location relevant
Presence–consumer is always "present" and available, always "online"
Actionable–consumer can always execute a call to action without barriers or time delays… the store is always open
1 to 1 interactivity vs. one-to-many "dead" media–mobile offers the reach of broadcast with the power of 1-to-1 interactivity