Upon reflecting back on all of the conversations that I’ve had in 2007, mobile marketing is one topic that comes up almost on a daily basis. And in 2007 we’ve certainly had an opportunity to help some of our clients test the waters. A viral “Download the Zippo Flame” campaign for Zippo, an innovative word of mouth driven mobile campaign to promote a play in Washington DC called “Dead Man’s Cell Phone” and a highly engaging highschool presentation by DeVry University.Yet for all of the chatter and time spent discussing, Mobile Marketing has not exploded like many had predicted. So, as a marketer that needs to produce tangible results, what should you be thinking of as we head into 2008? How can you dip your toe in the water, without risking valuable resources if the marketplace isn’t ready for us to jump all of the way in? Well, as Smart Phones become more affordable to the masses, we should definitely be prepared so that we aren’t left behind when the day finally comes. Here are some thoughts:

Develop a .MOBI site for your company (www.bbdigital.mobi). These are relatively low cost to develop and maintain, and they tell the world that you’re paying attention.

Prepare yourself to receive mobile phone search traffic. As you develop your WAP or .MOBI site, think about how your customers might search for you and your services from their phone. What information would they need immediately? Directions, contact information, current promotions? Make sure that content is available if nothing else.

Identify Partners. There are many agencies and vendors who are getting into the space and everyone is learning. Start identifying those that you might want to work with. Ask about relevant case studies. Ask about their technology platform. Be prepared in case you find yourself needing a solution.