In the current economic decline, small adjustments within a mobile marketing program can make the difference between increased revenue and trifling results.

In order to successfully augment their mobile marketing and merchandising campaigns, advertisers and service providers need to create simple offers that focus on loyal customers, according to Valista.

"Smart companies are leveraging the mobile channel to reach consumers more effectively,"said Evanna Kearins, director of marketing at Valista, San Mateo, CA. "Even the smallest adjustments in a mobile campaign can dramatically improve its success."

According to a recent Experian survey, there are over 2.7 billion mobile phones currently in use and ABI Research expects mobile marketing to grow to over $24 billion worldwide by 2013. Smart companies are leveraging the mobile channel to reach consumers more effectively.

Valista has the following advice for getting the most value out of each mobile campaign.

-Keep subscription terms and conditions simple
Make sure that every customer understands the terms and conditions of each offer.

Clearly explain any discounts or commitment periods associated with offers to avoid complaints due to misunderstanding.

The more complex the terms of a promotion, the less likely customers would be willing to participate.

-Bundle only similar or related products
To simplify the delivery process for anything sold, bundle products that are of similar type.
For instance, package a movie ticket offer with a ringtone associated with the movie that the customer is watching.

Bundling only digital goods together and only hard goods together keeps within the customers' area of interest and increases the likelihood of purchase.

-Limit bundled items to three
Bundling more than three items together pushes the purchase price for products up and the discounts down -- and we know that a significant increase in price often decreases customers' interest.

To avoid pushing customers away, merchants need to evaluate what would be of most interest to customers when bundling products and ensuring that complementary and similarly priced products are offered together.

-Sell across multiple channels
A company's best customers are typically the best customers across multiple channels.

For example, make sure to use cross-channel loyalty to reduce churn and increase customer satisfaction.

Do not overlook cross promotions opportunities by leveraging other channels to communicate with target customers.

For instance, augment SMS campaigns with one-off emails that are easily readable on both mobile phones and PCs.

-Provide Value For Money
One of the most common complaints leveled against the mobile content market is poor value for money.

Ensure that the prices charged reflect value for money to consumers. Poor value is becoming even more apparent in today's economic climate.

-Make loyalty programs relevant
To keep customers loyal, make sure that loyalty programs offered are attractive and usable against future purchases that customers find valuable.

There's nothing more annoying to customers than receiving points for items that they can never use.

"Brands like Orange in Europe, and big-name consumer brands like Coca Cola & H&M seem to always come up with mobile campaigns that are simple and relevant to their target audience,"Ms. Kearins said.

"The mobile channel presents a high growth market for brands and marketers,"she said. "Because mobile phones are so ubiquitous today, using the mobile channel for marketing opens yet another channel to reach customers at any place and any time -- even at the point of decision.