An MS&LGroup Digital executive said that mobile should be central to brands' and agencies' 360-degree holiday marketing strategy.

Mobile calls-to-action featuring an SMS keyword and short code or mobile bar code can make holiday-themed traditional media actionable. Savvy retailers can get the word out about holiday sales via SMS, the mobile Web and branded applications, while brands can use various forms of mobile advertising to achieve their holiday-specific goals.

In the second installment of a series focused on mobile marketing during the holidays, Mobile Marketer?s Dan Butcher interviewed Webster Lewin, senior vice president and director of digital innovation and strategy at MS&LGroup Digital, New York. Here is what he had to say:

With so much noise and holiday-themed advertising starting around Thanksgiving and even before, how can a brand use the mobile medium to get noticed during this period of very competitive media?
During the holidays, consumers are truly bombarded with information and ads.

The mobile channel offers ways to cut though this clutter, but marketers need to do a better job of putting themselves in consumers? shoes.

Consider how consumers are now using their mobile devices: as a shopping tool for price comparisons, to share purchases with others, as well as a way to consume media and entertainment.

Providing useful mobile applications that actually help the holiday shopping process is a great way to stay top of mind and drive repeat brand engagement.

However, the challenge of discovery is one of the biggest hurdles in mobile.

Fortunately, there is a wide range of mobile advertising opportunities within applications that support the shopping process.

What are some best practices for targeting specific demographics using mobile during the holiday season?
There is a substantial amount of mobile content being consumed these days, and the good news is that much of that content consists of highly specialized, niche offerings, mobile search and social media sites that are making it easier to target specific demographics.

The challenge is that one may still need to work with multiple mobile ad networks and directly with mobile publishers in order to do that, which requires more work.

However, one should always remember that mobile users are more attractive targets overall then a traditional, or desktop-only, online media user.

Mobile media users are much more likely to want deeper engagement with brands, and are more likely to spread brand messages through word of mouth and mobile social networking platforms like Facebook and Twitter.

Which sectors/verticals are most important during the holidays, and which sectors/verticals match up best with which demographics?
The holidays are obviously a critical period for everyone in the retail space.

The fourth quarter in general is also important for technology products, telecom and travel.

The good news is that for many mobile phones have become an essential shopping tool year-round.

Most big-box retailers including Target, Walmart, Best Buy and many smaller chains have invested in providing a robust mobile experience for their customers by leveraging the mobile Web, SMS groups and downloadable applications.

This investment pays off at holiday time because those brands now have useful destinations and services to direct consumers to through a variety of media, whether that?s paid mobile media, earned media on social networks or owned media in their stores or on their Web sites.

Given that many people are traveling and away from the TV and their PCs during the holidays, and the fact that people need to do more in less time, how can mobile address these types of general advertising challenges?
Well, the mobile device is rapidly becoming the hub of our lives for personal, social and work-related activities. It helps us to be efficient and to stay connected at times that we have few options, such as waiting in line, at the airport or while in a store aisle.

So, the real advertising challenge is to identify and leverage the new kinds of media placements that can catch of the eye of the mobile consumer.

Mobile display media is great, but only one part of the picture.

Think how mobile users can engage with social media on the go, with out of home, in-store and on-pack content.

Again, putting yourself in the shoes of your mobile target is key.

Why is mobile advertising significant/necessary for marketers during the holiday season?
The main reason that marketers need to include mobile media at holiday time is because that?s where the consumers are, on their phone checking prices with RedLaser, sending photos of a gift idea to their spouse for approval, talking about holiday shopping issues on Twitter and Facebook, and checking in from stores on mobile social networks like Foursquare and Gowalla.

In many cases the consumers that spend the most time doing those activities are also the ones most likely to have more disposable income.

Also, consumers that engage with your brand on their mobile devices are more likely to have a favorable brand impression, and purchase intent.

All of this combines to make mobile media a must for the holidays.

Final Take
Peter Finocchiaro, editorial assistant at Mobile Marketer, New York