As marketers see the proliferation of mobile behaviors and devices, the natural reponse seemingly is to start integrating mobile into everything possible. Every campaign, promotion, tool, etc. Unfortunately, everyone isn't always asking the questions... "Is mobile right for this?" or "What mobile tools are right for my audience?" or "How am I going to know if mobile is successful if I don't know what to expect?" As a part of our on-going shopper study, The Checkout, we have asked about mobile marketing interaction and found some interesting differences that clearly illustrate the need to dig into mobile behaviors specific to our audiences, because like the rest of marketing, there is no mobile silver bullet.
For example, even looking at surface level data like respondent age yields some drastic differences in prefered mobile engagement.