For each Ask The Expert column, we consult a different industry expert, depending on the nature of the question. Today’s expert is Dale Gonzalez, Air2Web’s CTO. Have a question for the Expert or want to submit someone to be the Expert? Submit it here.

Q: What is a double opt-in? When is it necessary to use? As a content provider, what do I have to do to create it?

A: Great question. I’ll answer it in parts. What is a double opt-in? A double opt-in is a process that ensures that a user wants to participate in your mobile campaign. Usually this is done through text messaging, but it could also be initiated through other channels. Here’s the basic idea… (more…)

For each Ask The Expert column, we consult a different industry expert, depending on the nature of the question. Today’s expert is Bill Jones, Air2Web’s President. Have a question for the Expert or want to submit someone to be the Expert? Submit it here.

Q: My company would like to try mobile marketing. What are the steps to launching our first mobile campaign?

A: The first step you should take, even before you start thinking about mobile marketing providers, is to answer these two questions:

1. What are my overarching marketing goals and can mobile help achieve those?
2. Who is my audience and what do they find valuable? (more…)