Mobile Marketing in 2008

82 percent of cellphone owners say they never use text messaging, according to research by Ipos MediaCT, published in the New York Times.

With more than 253 million mobile subscribers in the United States, that's a large percentage of folks who aren't leveraging their T9 input function.

What does this mean for mobile marketers hoping to send out a few SMS solicitations? Probably nothing. Consumers interested in mobile content, will come find it, you just need to produce it (please produce cleverly).

Mobile marketing is an emerging trend in the U.S. Many touted 2007 as the year of the mobile marketer. Then 2008 came around. While I don't think mobile marketers can claim 2008 just yet, strides and advances in the mobile marketing sector are being made everyday.

With iPhone hysteria sweeping the nation and a multitude of other smartphone options available to U.S. consumers, it's now a better time than ever to engage consumers with your brand via the mobile platform.

The critical part of mobile marketing is to create content that is appropriately targeted and wanted by the consumer. Content must be relevant, pertinent and desired by end users. Please remember: many people still pay for data usage plans, unsolicited text messages and offers can piss off a potential customer. Pissed off customers can promptly text message other friends to complain about their experience and about how much they hate you. You don't want that. Make sure they opt-in to your messages.

As technology increases and the cost of mobile phone plans decrease, the opportunity for text message advertising increases. With advancement in GPS , imagine how great it would be if GAP sent you a $10 coupon SMS, just for walking into the store? Walking down the soda aisle in the grocery store? Your 25% coupon is in your inbox! But, keep in mind: Mobile marketers must walk a fine line of not being intrusive.

Text messaging is only the tip of the mobile marketing ice burg. With software like Myxer, consumers and brands can generate content that is easily distributed to the masses. For those who saw Obama Girl's Youtube video and wanted "I'm in love with Obama" to play every time their mom called, I suggest you head over to Myxer.

While mobile marketing in the U.S. is still considered by some to be 'experimental', companies in Europe and Asia are at the forefront of mobile marketing trends. From interactive games in Japan, to innovative mobile campaigns in Europe, companies abroad are using mobile to interact with and entertain consumers. In fact, more than 100 million SMS advertisements are sent to Europeans every month.

While our global neighbors have adopted mobile marketing at a quicker pace, the U.S. continues to produce some great, exciting and noteworthy mobile campaigns. For instance, JC Penny is using a 60-second long mobile video to support its new back-to-school ad campaign. Verizon created the first mobile phone producer by allowing Timbaland to release tracks exclusively to Verizon mobile consumers.

Mobile marketing presents a tremendous opportunity for marketers across a variety of industries. After all, we live in a country where some people are using their phone so much, they develop "cellphone elbow." Click the link. I don't lie. I'll be following the leaps and bounds of mobile marketing as the year progresses.