Mobile marketing is the latest trend for marketers, advertisers and businesses, but the key issue for all is not if to do it, but which method to choose. Below are 4 choices to consider when creating a mobile marketing strategy.

1. SMS
SMS, text messaging, is a great way to garner and track consumer response. The message should contain a purpose that motivates the consumer to act such as; a contest announcement, breaking information, ect... SMS, with a properly crafted message, provides real time interaction and a call to action delivered straight to your target audience.

2. Mobile Web Sites
Having a mobile friendly website is essential in mobile brand marketing. Your consumers need an easy to reach site when on the go after receiving your targeted message. An effective mobile friendly website works in conjunction with your messaging campaign by moving them to the content referenced in your message, thereby completing the engagement loop and generating valuable user data.

3. Geolocation Services
Sites like Gowalla, Yelp!, Foursquare, Google Latitude, Geocaching and most recently, Google Buzz, represent targeting consumers by allowing them to check in at your brick and mortar business and post this information to the sites above, as well as Twitter and Facebook, all from their mobile device. The services make it ever more apparent that location, where you are and what you are doing while there, is important to driving consumers to your business. The popularity of these sites are the next wave of services marketers need to consider when refining their marketing plans, engaging customers on a more local level, and engendering brand loyalty.

4. Mobile Apps
There are both limits and benefits to creating a mobile application for your business. Well-developed apps can be immersive and productive for brands, helping to drive brand awareness, interest, and sales. Additionally, creating a mobile application is not as difficult as it may seem, as PhotoKast demonstrates. One such Dallas-based brand that has created a successful application is the Dallas Cowboys. The app is engaging, provides its’ users with a litany of information and directs them to other ways to engage the brand, be it the team’s website, or Social Media platforms.

Certainly, there are many more mobile tactics which warrant consideration by marketing and advertising professionals, but as with the ones discussed above, finding the right tactic is a matter of having a detailed strategic plan and a good understanding of the needs and behaviors of your target consumer.