If you want to goose along your mobile marketing strategy, start with something a little more basic: MAKE SURE YOUR WEB SITE IS PHONE-FRIENDLY.
For example, this Mobile Usability Update from late September 2011 discussed the following types of tasks
- Highly specific tasks. For example, "You are in an electronics store and consider buying a Canon PowerShot SD1100IS as a present. The camera costs $220.25 in the store. Check adorama.com to see if you can get a better price online."
- Directed, but less specific. For example, "Find a moisturizer with SPF 30 or above that is suitable for your skin." (While using the Walgreens app.)
- Open-ended, but restricted to a predetermined site or app. For example, "See if you can find any interesting pictures related to today's news." (While using the China Daily app.)
- Web-wide tasks that let users go anywhere they wanted. For example, "Find out which is the tallest building in the world." (While giving users no indication of which site might have the answer.)
How does your own company's Web site stack up? Do you have a dedicated mobile site that's easy for someone to use via phone? Do you offer a choice? I know a company that drove a lot of their customers nuts last year because if you accessed their ecommerce site from anything that was not a traditional computer, you got their phone app. Which, if you think about it, would drive a tablet owner NUTS. My site is built using Weebly, and I love how clean the mobile version is from my phone -- AND that they offer a choice of viewing either "Mobile Site or Full Site".
What I'd love to see in 2012 regarding mobile marketing is for more companies to focus FIRST on providing a super clean, easy to use home base, and once that's handled... then start testing other tactics.