Mobile allows for a direct, targeted relationship with the consumer; this can be fully utilized using proximity marketing strategies which offer a two-way engagement that is simple, consistent and frictionless.
A key element of any mobile campaign is building an opt-in list to engage with consumers and drive results. This can be achieved through multiple activation channels. Opt-in channel examples are as follows: on a website, through an app, or by responding to a call-to–action (CTA) on a product or shelf. CTAs include 2D codes (such as Quick Response codes), Near Field Communications (NFC) tags, and direct from mobile phone text opt-ins.