Dave Lawson

Heather Fletcher is senior content editor with Target Marketing.

Cell phones are perhaps the most personal devices on which consumers allow marketers to contact them. While achieving opt-in is the first hurdle, maintaining the relationship is just as much of a challenge.

While customer retention and mobile marketing may not yet be synonymous, there may be a way to bring the concepts closer together. Dave Lawson, director of mobile engagement for Akron, Ohio-based "direct digital marketing company" Knotice, says marketers who keep customers engaged are most likely to retain them in their mobile marketing programs. Here are a few ways he recommends to accomplish that.

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