Consumers are cutting back on many purchases and activities due to the economic downturn, but not on their mobile usage.

Mobile Marketer's Giselle Abramovich interviewed Chris Bragas, CEO of Eastwest Marketing Group, for insights on the importance of reaching out to consumers through mobile advertising during an economic downturn. Eastwest Marketing Group is an integrated marketing agency with offices in New York, Chicago and Los Angeles serving clients such as Kraft Foods, American Express, NBC Universal, Reckitt Benckiser and Warner Bros.

What is your view on the importance of targeting consumers through mobile advertising during an economic downturn?
Good or bad times are of little concern with regard to utilizing mobile to reach consumers. I read a statistic the other day and it said that consumers might be cutting back on many things, but not their mobile access. They are still buying, upgrading, et cetera.

So the time is now to begin to reach out, or continue to reach out, to consumers in a productive, engaging way.

What is the current state of mobile advertising?
It is in its infancy. Basic is also an understatement when currently describing the state of mobile advertising.

Can you name a mobile campaign that really stuck in your head and why?
Everything I've seen is rudimentary at best and still misses the point of creating a dialogue and building trust with the consumer.

Where do you see mobile advertising in the next five years?
I believe mobile today is where the Internet was in the late 90s. Five years from now, I believe it will be the place consumers will turn to first for information, especially on everything affecting their lives

Do you have any recommendations for advertisers entering mobile right now?
Yes, begin with a simple value proposition for the consumer. Take small steps to build a dialogue and trust with the consumer. It is important to deliver value, simply and easily, and the consumer will grow to expect it from you.

Mobile devices are very personal. If marketers throw everything at it, consumers will shut them out as they have with email.

Can you name some recent mobile campaigns that Eastwest Marketing Group has done for big clients?
On April 1, Eastwest launched a mobile effort with Sports Club/LA in Washington, DC. This is how the campaign worked: when people with a Bluetooth device walk by a designated bus shelter, they receive a message. The message asks the consumer for permission to accept it.

Once permission is received, an all-access day pass from Sports Club/LA is downloaded onto their PDA. The message states: -- Enjoy your complimentary all access day pass to The Sports Club/LA, the finest sports and fitness complex in the world. Please mention the phrase, 'The essentials of life' at the front desk."

Our clients understand the value of the mobile space. In conjunction with them, we are attempting to paint a picture of the retail ecosystem, mobile, to in-store, with the Internet supporting their marketing efforts.

What are some of the benefits of using mobile, as opposed to other marketing mediums?
The single most important element to understand is that the device is always on and always on you. This is a marketer's dream to finally reach the individual consumer everywhere and at any time.