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Businesses seek the hearts, minds, & wallets of consumers. Consumers are happy to oblige if they are approached correctly, engaged with interest, & served with relevance. Here are a few things to do to make sure you have covered your basics.

Reuse your content across emails, your social media sites, & in print (if you do print marketing). Don't just make a copy of what you are doing on one channel onto another - repurpose your content appropriately. The mobile phone may not work for a long email. Make sure that the email can be viewed on a mobile device.

And if you do offers on mobile - make sure that the offers can be seen clearly on the little phone, that they are relevant to what the consumer wanted, and in compliance.

Remember compliance shouldn't just mean that you are covered by law to send the message - 'real' compliance implies that you also have the consumers permission to communicate with them.

Make things interesting for the consumer. If it is intriguing and valuable, they will appreciate the communiqué. Give them reasons to go through your content. And if you do mix things up by putting offers on both email and mobile - if it is done correctly, you could actually be successful in driving the consumer from one channel to another.

Make it easy for your consumer to provide you with feedback on your messages. Don't just solicit feedback, ask people to comment on your messages. Leverage these comments onto your social media sites. It is the best way to drive engagement.

Don't make assumptions about 'older' people not being interested in your digital communications. The lady in the picture is not a model who posed for me. She was, 'simply catching up with her messages on her laptop and got a coupon for a free next meal by offering the restaurant her mobile number.'