In the recent Mobile Marketer article titled, “How Burger King throws away money with mass-market SMS approach,” writer Lauren Johnson discusses how a big brand like Burger King is essentially leaving money on the table by not being direct enough in its mobile marketing efforts. We couldn’t agree more. As you may remember from our 2014 predictions post at the end of 2013, we noted that personalization would be key to the success of mobile campaigns in 2014. And it seems Ms. Johnson agrees.