For several years now marketers have told us “20XX is the year of mobile” or “this is the year mobile will take off.” Though no one has pinpointed the exact moment that mobile marketing did take off, it is clear customers are now interacting and responding to mobile more than ever. It’s not uncommon to hear brands boasting that over 30% of their online traffic comes from mobile devices, or that SMS is driving millions of dollars in incremental revenue for....