CHICAGO -- There's no mistaking that mobile marketing was extremely popular yesterday at the ad:tech Chicago conference if the standing-room-only attendance at an agency-focused session was any indication.

The session, titled "Getting More Agency Dollars Flowing into Mobile," attracted more than 150 interactive advertising, marketing and media executives at Chicago's picturesque Navy Pier. The audience heard some level-headed advice from the panelists -- most of them mobile marketing veterans.

"Mobile marketing works because of the marketing, not because of the mobile," said Brian Hecht, CEO of Kikucall, a New York mobile marketing agency.

Mr. Hecht discussed work for Urban Outfitter, an apparel retailer that started a mobile marketing program last year. The brand targets youth, so mobile was an ideal channel to reach out to them.

Kikucall crafts mobile contests and seasonally appropriate campaigns for the retailer. The programming blend comprises content, downloads and commercial offers.

"There has to be a mutual exchange of interests," Mr. Hecht said.

Mobile campaigns must have a clear call to action and the opt-out process must be easier than the one for email, he said.

Patrick Moorhead, director of emerging media at Avenue A/Razorfish, said mobile can transcend from a commerce function to direct marketing and branding. But there needs to be some clarity before diving into mobile.

"Who's going to pay for it? Who's accountable for it? What kind of needles can we move with it?" Mr. Moorhead said, listing the objectives that require thrashing out.

Jack Philbin, president of Chicago marketing firm Vibes Media and moderator of the panel, agreed. His advice to marketers looking to explore mobile marketing was simple.

"What's your plan? What's your strategy?" Mr. Philbin said.

"You really got to have some sort of live strategy that draws back to the overall corporate strategy," he said.

John Puterbaugh, chief strategist of Nelly Moser, recommended that marketers focus on the basics -- simple text messages driving to existing WAP pages, for example.

"A lot of people get swept up by cute opportunities," Mr. Puterbagh said. "There's tremendous value in this simple stuff."