• by Jeff Judge , February 1, 2011

As marketers establish strategies and plan budgets for 2011, many are asking the same question: Will 2011 be the year of mobile?

The next question that follows: "If so, how can I make my investment in mobile worthwhile?"

After all, return on investment is somewhat like the Holy Grail of marketing and -- in an era of increased accountability -- almost a necessity. But how does mobile fit into an organization's overarching marketing structure?

Treat Mobile Like Any Other Marketing Initiative

Mobile is as much a key tactic as others marketers use to reach their audience, which is why marketers must consider the interaction channels of their business within the context of the mobile experience. This means mapping mobile to the rest of your marketing strategy, considering how it can enhance or improve existing efforts, or create entirely new customer experiences that drive better response and results.

Consider Mobile a Platform as Much as a Channel

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Typically, the mobile experience takes place through multiple channels -- text messages, email, the web and social media. These channels effectively present marketers with a platform to acquire, retain and grow their base of brand loyal customers. The specific combination and scope of elements used to support marketing plans will vary by business, but the right blend of approaches should align with specific marketing objectives and interaction channels.

What are some ways marketers can use "new generation" mobile-optimized methods in conjunction with their other marketing programs?

1 Interactive Calls to Action
Transform one-directional interactions with product packaging, signage, print and other visuals into interactive experiences using Quick Response (QR) codes, text messaging or a combination of the two. Many consumers use their mobile devices to scan a QR code and instantly connect with interactive content such as web pages, product pricing and specifications, and videos.

2 Location Finder
Show your customers where they can find your product or service via their text-enabled mobile devices; don't limit your customer base to smartphone users. This is a "must have" for any multi-location business.

3 Coupons
Provide customers with discounts and special offers; it's a time-tested method for driving foot traffic and sales. Schedule and distribute text message coupon codes with expiration dates to opted-in subscribers.

4 Targeted Offers
Facilitate engaging marketing campaigns such as sweepstakes by informing your audience of your targeted, relevant offers. To gather data, prompt customers to submit demographic data as they enter into a contest. These date serve as the basis for segmentation, allowing you to distribute targeted offers across channels, including SMS, email and social media.

5 Customer Service
Answer customer questions, respond to suggestions and provide feedback sent to your organization. Use these data to analyze trends or correlate feedback to company performance.

6 Promotions
Use a short, compelling call to action to engage your customers in sweepstakes offerings; market across channels for the best coverage. Offer easy-to-complete contest entry forms via SMS, web forms or Twitter.

7 Loyalty Programs
Register customers for loyalty programs across channels such as SMS, email, web and social media. Provide different methods of participation to prompt and maintain consumer affinity for your brand.

8 Media Buy Effectiveness
Bring accountability to advertising expenditures using keyword segmentation and tracking, which involves adding a text message call to action to any online or offline media placement. Organized responses will yield results as to the message's origin.

9 Consumer and Market Research
Conduct research by surveying your customers via text messaging or the web. Alternatively, monitor Twitter conversations that center on your brand.

10 Live Audience Engagement
Follow up promotional campaigns with live event campaigns that engage customers on their mobile devices. Employ real-time text message chat or use a Twitter or Facebook wall to generate conversation.