Marketing Pilgrim gives some tips from John Hadl:
# Determine goal: audience reach or customer engagement?Always step one. You can combine them into the same campaign, but if you dont know what youre trying to accomplish, how will you know if you succeed?
# Match brands with the right audienceKnow where your market is. If theyre not using mobile web, then why should you? And yes, the mobile audience does skew younger.
# Mobile application differencesKnow the difference between text messaging, the mobile web and mobile video.
# Match campaigns to available infrastructure and inventoryIs your site mobile ready?
# Capitalize on mobiles peer-to-peer communication abilitiesThats what cell phones were invented for, right? Give your audience the opporunity to share with a friend.