For example, imagine that an American woman, let's call her Jenny, wakes up at a hotel in Germany, where she's staying on a business trip. While still in bed, Jenny sees a push message from her favorite brand on her iPhone. The message offers her information about its international partner brand, Brand Y, which happens to have a store close to Jenny's hotel. The message supplies a nice discount, a map, and the store hours.
Did Brand X pass the bedside table test? You bet. They analyzed data points, such as Jenny's profile, behavior, geolocation and time zone, and sent her a targeted and timely push message. Plus, the care taken by the brand to preserve the customer relationship means that Jenny will be highly receptive to future communications.
The mobile phone is an intimate, personal channel, and having the ability to know when and how your customers want to be contacted is critical to a successful mobile strategy. Remember that immediacy in mobile works both ways. While it's easy to get a message delivered quickly, it's just as easy for the recipient to unsubscribe. To avoid this, you must take into account timing, location and relevancy in all mobile conversations.
When in doubt, apply the bedside table test to ensure that your brand offers only the most engaging, most relevant and most impactful mobile marketing communications.