“Spring Is On The Way, Time To Plant Some Seeds”

The Mobile Marketing Association features an article by my colleague Patrick Moorhead, that is definitely worth a read.  It’s a really nice overview of the progress made in mobile over the last year, but I especially like Patrick’s healthy and determined attitude about finding the right marketing answer.  From his article: 

Many [have heard me say] that mobile is empirical science, so no matter how much eMarketer, Jupiter, and m:Metrics data you look at about your target consumer, the only real way to understand if he or she will respond to you on mobile is to try. In response, many of our clients say, “Well, if they don’t, I just wasted a bunch of money I could have used someplace else.” To this I say – I don’t see any waste. Getting the right mix of media channels sorted out around your core customer is critical, and if it costs us a bit to determine definitively they aren’t someplace, so be it.

Sometimes a dozen tiny failures can lead to great success.  Test, Learn and Grow.