Part 1 identified that the key to success is the type of messages that marketers plan to send in the channel. It’s key to getting potential users to sign up in the first place (opt in), stopping them from opting out on an ongoing basis and it’s key if the messages are going to work and that recipients will respond to them.

In Part 2, we looked at some of the physical characteristics of LBM messages, that are essential to success, such as they should be free, not interrupt the mobile user and that they should quietly disappear when they have stopped being relevant.

In this final part, I’m going to look at the content of the advertising itself - saving the most important discussion to last.