CHICAGO – An Unbound Commerce executive at the Results 2012: Mobile Marketing Day conference said that retailers need to focus their mobile efforts around a solid, holistic strategy before picking a channel.

P.F. Chang’s restaurant chain Pei Wei Asian Diner recently used SMS messaging to build its opt-in database, signing up more than 5,000 names via mobile in two weeks.

While many time-honored marketing principles apply to SMS, we must appreciate this unique channel in the context of human behavior. These basic practices lay a solid foundation.

Since SMS is compatible with all handsets, it is an important component of holiday marketing campaigns – if used correctly.