Mobile is potentially the holy grail of marketing. Billions of individuals around the world own a mobile phone, and for many, the mobile phone has become the most important, most frequently used communication tool. A recent survey conducted by Luth Research for Upstream, a mobile marketing solutions provider, may shine some light on how marketers can change that. The conclusion that can be drawn from the survey: forget timing and location. When it comes to what mobile users want, these things matter far less than personalization and incentivization. In other words, hitting consumers with offers that cater to their interests and for which they've opted in is far more effective than trying to find a magical formula for hitting them with an unsolicited message at the right place and time. Get the full story at Econsultancy