- Keep loyalty programs current. Offer attractive programs that remain usable for future purchases people find valuable. Useless points are a huge customer turnoff.

According to Valista, these best practices will have a big impact as the mobile industry continues to evolve. Mark Denton, director of product management at Valista, said in press release that the ongoing shift to flat-rate data plans and mobile messaging will enable advertisers and service providers to "see more value from [smart] mobile marketing strategies."