This issue of JAM is all about the dos and don’ts of mobile marketing.

Nancy Proctor analyses some of the strengths and weaknesses of three popular mobile marketing platforms (page 6), Marcus Austin guides us through the process of adapting your website for mobile users (page 15) and Mike Saunders finds out what the key things to consider are if you want to engage your audiences using mobile media (page 17).

Roger Tomlinson discusses the changes, threats and opportunities brought on by the ‘Always On’ generation (page 19), we tell you about how Liverpool Everyman and Playhouse used mobile vouchers in a ‘proper clever’ way (page 9) and on page 21 Tom Hunter and Sarah O’Hanlon ask ‘what happened to the good old text message?’