• by David Goetzl  @dgoetzl, April 26, 2012

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.