One of the big buzz words in the US with over 240 million subscribers, is the marketing concept of Mobile marketing.  Here in Australia, it hasn't yet caught on to the extent of our North American counterparts.  But like most marketing initiatives, it will become more integrated when planning your next years budgets.  Australia is in the fortunate position to learn from mistakes overseas in implementation, although I find that this is not always the case.

One of the most important lessons we can take into consideration when developing a mobile marketing campaign is to not necessarily focus on all the bells and whistles the technology provides, but rather target your message to reach the appropriate consumer while integrating the medium they will be receiving it on-Their Mobile Phone!  Too many campaigns seem to forget the limitations either of the size of the screen or the number of characters allowed with most Telecommunication providers per text.

Sometimes a quick catchy message similar to a video or photo posted on one of the Social Media sites like UTube or FaceBook can be more effective than a huge fule that needs to be downloaded with complicated interactive flash.  Consumers don't necessarily want to wait for a large download and your brand may actually annoy them with a complicated and "time consuming" advertising message.

By having any Mobile Marketing campaign integrated with an ongoing Organic Search Engine Marketing Campaign, Australian companies and marketing managers can truly have one up on the competition by properly implementing the technologies together.  Just remember to walk before you run-otherwise you may get tripped up by spending your marketing dollars on technology and not customers.