• by Mark Walsh  @markfwal, February 4, 2011

Leading off the Mobile Summit's second day is Tom Daly, Group Manager, Strategy & Planning for Coca-Cola, who laid out what the top priorities should be for mobile marketers, starting with SMS text marketing. "If you want to reach every consumer on the planet, texting is the way to," said Daly, pointing out that 2.3 trillion messages were sent last year. (That's 7.7 times the number of stars!) Coke has gotten a 14% lift on vending machines that let people use shortcodes and make cashless payments to buy beverages.

Priority No. 2 is the mobile Web. Globally, 90% of mobile Web traffic is coming from Japan, so it's still at an early stage for the rest of the world. 20% mobile Web penetration is the threshold Coke looks for to "onboard" its branding efforts. No. 3  is apps, but again it's still early days ther,  and there hasn't been anything as compelling  yet as memorable Super Bowl ads, like the famous Mean Joe Green ad from the 70s. Inspiring apps are in short supply to date.

When it comes to 2D codes, Coke did a big test in France last year that was "thumbs down", according to Daly. Even though the program didn't engage, the company will keep at to figure out how to use 2D codes on packaging and in its "owned media" to make that approach work. That could mean working more with UPC codes, which are more common. (Augmented Reality, he described as a "dark horse" for mobile storytelling).

For Coke, local is more a B2B strategy for stores and restaurants that sell its products rather than directly aimed at consumers. "I don't need to tell you where to get a Coke," said Daily. But if they can help local shops sell more Cokes or Vitamin Water or other products through check-ins or other social or mobile tools, for instance, then that's the overall goal.