Surveying The Mobile Landscape

The average U.S. mobile subscriber now sends or receives more text messages than phone calls. "Mobile is essential, rather than experimental," Wehrs said.

The device capability is there. Most people have web capabilities on their mobile device and they are using it. Marketers should take advantage of that.

Trends such as mobile banking, alerts, mobile vouchers and coupons, and customer service applications are developing key areas to watch.

Looking ahead in mobile, marketers are trying to:

• Achieve measurable ROI
• Translate the brand experience across different touch points
• Create integrated budgets without cutting performance
• Cutting budgets without cutting performance
• Measuring brand effectiveness
• Evolving a brand Murdok Reporter/Anchor Abby Johnson contributed to this report.