The always great Mobile Marketer has a piece up today, The Do's And Don't Of Mobile Marketing. Here's a taste:

Don’t chase so-called shiny objects while neglecting the products and services in mobile that work.
Companies should stop looking at what the latest trend is and figure out what medium works best for them.

“The objectives are to sell more product, and to drive engagement and loyalty,” Mr. Hasen said. “If you spend only against the newest products, you likely will only move your business backward.”

Read all of the do's and don'ts at Mobile Marketer.