This is a great article about the usage of mobile media in your marketing plan. If you are a new business, or have been in business for decades, the next marketing meeting needs to have the mobile topic addressed.
Mobile marketing is proving to be a viable sales channel for retailers. In fact, all merchants, including 
wholesalers and manufacturers, might want to consider putting mobile in their current marketing mix. Many companies have reported high click-through rates and good ROI with mobile campaigns on Google AdWords. In addition to the location-based targeting campaigns used by food and entertainment businesses, there have also been many successful m-commerce sales campaigns.
Consumers are using mobile devices for shopping, finding entertainment and many other activities on the go. Smartphones have fundamentally changed consumer mobile behavior by providing a broad range of media options. They can use email, browse the web and use apps to engage in various activities by simply grabbing a phone from their pocket or purse. The growing consumer adoption rate of mobile devices has changed mobile marketing, and this trend continues to add opportunity and extended reach for marketers. In a January report on 2011 Mobile Trends, Forrester reported the following trends.
Marketers will question the value of creating mobile apps. While mobile apps were big in 2010, consumers are deleting them shortly after download since many apps provide little utility and clutter up the phone deck. Some apps like The Weather Channel and navigation apps will survive, but most branded apps will start disappearing. The success metric for apps will shift from the number of downloads to the number of active users. Since apps are expensive to produce and market, while sometimes providing questionable value, brands will focus on providing the best mobile user experience in terms of immediacy, context and simplicity.