It is clear that emerging mobile platforms such as iPhone and Android are the next communication channel for mobile marketers to reach their customers. If it is not clear you should know that mobile web browsing will outpace traditional browsing by 2014 and you should probably consider a new profession.

Marketing penetration has been on the minds of marketers for years, but with the advent of more channels (television, radio, internet, social, search, and now mobile) it is an even more important consideration. The mobile platform as a communication channel provides an opportunity that none of the other channels do. Mobile is the only platform to provide a personal, private, connected, location based, touchable, shakable, always in our pocket experience. It’s with us in line, at work, during game time, private time, reading time, and it engages us to have all types of conversations.

Mobile and web are the best ways to have a two way conversation, an actual dialog, with our customers. Mobile provides three ways to have this conversation: simple communications broadcast (Twitter), novelty (send a Hershey kiss by email), and the most impactful: usefulness. Native mobile applications (versus mobile web sites) allow marketers to create useful tools that actually give our customers a reason to engage. With all of the noise in marketing, customers are looking for authentic brands that want to deliver something that makes their life better. A great example of this is the Miller Lite app that finds taxis close by. This shows the responsibility of Miller, it puts them into their customer’s private mobile space, and it gives customers an actual reason to invite the conversation. Miller is literally invited to have a conversation simply because they provided something useful. Ten years ago small businesses would say to me, “my company is too small to need a web site.” And that may have been true, but now it is not. Mobile is the new web. You should consider how a mobile application or a mobile web site can give your company an edge over your competitors. Consider how you can make your customer’s life better while delivering your company’s message. Be authentic and be sincere, and customers will invite you in to have a private and personal conversation with them. And in turn you'll earn their trust and they will buy from you. This is your chance, don’t miss it.