Why is it important

On a number of levels, its importance grows every day. As part of a multi-media campaign it can make above the line marketing spend go further by allowing consumers access to your brand and products through their phones. But critically, it has the ability to reach a specific and precisely identifiable target audience and so, done properly, can be far more cost effective than traditional media.

It has unrivalled reach, far wider than even the internet but also through our Engage platform we can provide detailed real-time campaign results and therefore measure true Return on investment of mobile initiatives. But also, the database opportunities are significant - a mobile database can be built quickly and cost effectively, and if structured and used correctly, can give a fast, inexpensive way to communicate with your customers. And don't underestimate the positive benefit to a brand of being associated with this vital part of their customers' lives - you just need to make sure that you are providing real value.