When you're layout out a plan for your mobile development one of the most important factors is simplicity. You might be converting your regular website into a mobile website for example. In this case, it is often tempting to try to fit everything that used to fit in a big screen, into a small one. More often than not, a mobile user has different needs to a desktop user so cutting down on clutter can often help you produce more effective results.
With a standard website, you've got reasonable odds that your typical user will be sitting at a desk in front of a screen with a computer in front of them. Not so with mobile. Your user could be anywhere. Take the example of a cafe. If you take the mobile numbers of your customers you can plan your campaigns to coincide with the most likely time for your customers to be in a position where they might choose your cafe. 11.30am - it's lunchtime - if you know your customer works close to your shop you can send a text at just the right time saying, 'Hungry? Why not pop along to XYZ Cafe in the next hour and we'll give you 10% off your bill'
If you can profile your customers in such a way that you can anticipate when they might need your product or services, the final stage of the process is automation. A good mobile agency should be able to build systems which incorporate things like automated texts or emails at certain times to best fit around your customer.
Finally, remember to put yourself in the shoes of someone looking at your device through a mobile. You do not always have the full concentration of the user like you do in a desktop environment so the solution needs to work for them.