We need to remember to "think human" when it comes to mobile marketing. In today's world of mass marketing overload getting a potential customer's attention is a scarce resource. You need to focus not only on getting the opt-in, but also how to sustain consumer engagement. This should not be done simply with algorithms and technology, it requires a human touch to demonstrate very quickly that what you are offering – your content – is worth paying attention to. This discussion will illustrate best practices for "thinking human."