AT&T Advanced Ad Solutions' Maria Mandel said that mobile marketing is a great way to break through the noise and clutter of an oversaturated media environment during the holiday season.

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 stay top of mind and get the word out about holiday sales via SMS, the mobile Web and branded applications, while brands can use various forms of mobile advertising, from banners and full-page ads to video and rich media, to achieve their holiday-specific goals.

In the first installment of a series focused on mobile marketing during the holidays, Mobile Marketer?s Dan Butcher interviewed Maria Mandel, vice president of marketing and media innovation at AT&T Advanced Ad Solutions, New York. Here is what she 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?
Mobile media is a great channel to break-through the clutter. It is unique because you can target your exact audience by demographic, contextual, behavioral and even location-based targeting.

Location-based targeting is unique to mobile and can be a powerful link to point-of-sale purchase during the holiday season.

What are some best practices for targeting specific demographics using mobile during the holiday season?

Utilizing targeting and tracking capabilities of mobile can certainly help reach specific demographics, but it is important to think about what the ?experience? is going to be.

For example, are you using mobile to drive awareness, sales, wish lists, shopping lists, easing the shopping experience, etcetera.

First we need to define how mobile is going to be used, target effectively and drive to the appropriate experience. 

Store or product locators, discounts, shopping/wish lists, gift suggestions, product information or tips can be great mobile tactics to leverage.

Or even simply adding a mobile call-to-action makes radio, print, outdoor and in-store media work harder and makes it more trackable. 

Which sectors/verticals are most important during the holidays, and which sectors/verticals match up best with which demographics?
This is a key drive period for many types of industries, including retail, travel and entertainment.

For example, mobile advertising and search can be effectively used to drive product awareness.

Mobile pay-per-click and pay-per-call can be efficient ways to convert.

Mobile alerts, offers and mobile coupons can be a powerful way to reach last-minute shoppers.

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?
Regardless of where people are, it?s a good bet that they have their mobile phones with them.

This makes mobile advertising and marketing an effective way to reach them.

Tying mobile to online search behavior can be very potent as well.

For example, behavioral targeting to mobile allows marketers to reach consumers who have already demonstrated an interest in their products online through local search activities.

Then these consumers can be retargeted closer to point-of-purchase.

Why is mobile advertising significant/necessary for marketers during the holiday season?
Holiday season is hectic for marketers and consumers alike. Not only is it cluttered and competitive, but it is also a time when it is difficult to reach and ?connect? with consumers. 

Mobile advertising and marketing can be used to effectively reach target consumers with the right offer at the right time and place.

Remember that mobile is a results-oriented channel and can connect all other aspects of the marketing mix.