Scotts Miracle-Gro Co. digital marketing lead Kip Edwardson said mobile marketing offers several advantages, notably that it's "immediate."
Suggestions: With apps, it is critical to personalize the content and “optimize the site for mobile, especially with HTML5.”
Also, mobile phones offer a cone of privacy, so “by all means, you have to respect that privacy.”
Moving to Twitter, Edwardson was to the point: "I don't like Twitter."
At Scotts, it's used more as a customer service tool. The customer service team manages the Twitter presence and uses it to answer customer questions and a lot of times suggests a customer give a call.
Comments were made Thursday at the MediaPost Email Insider Summit.