According to a recent report by Experian Marketing Services, mobile is the most effective means of initiating dialogue with consumers: “Consumers are becoming more amenable to mobile marketing and advertising,” said Bill Tancer, San Francisco-based general manager of global research for Experian Marketing Services. The Experian report emphasizes that modern SMS marketing requires mobile campaigns that transition between multiple media. Twenty-eight percent of consumers perform shopping activities from their phone in brick-and-mortar retail stores,” the report says.