The growth in mobile marketing has made it easier than ever for consumers to have information available at all hours. But has it also made users too picky?

Experts agree that the shift in consumer expectations means that marketers are challenged to find new ways to strategically target users with engaging campaigns. With this though comes a responsibility to market to users without seeming intrusive.

?The more dependent consumers become on devices for everyday tasks, the higher expectations become for mobile experiences,? said Elena Perez, director of marketing at Medialets, New York.

?Whether it is sharing photos, comparison shopping, getting directions or engaging with a brand, consumers want a fluid experience from start to finish,? she said.

?It is the ultra-convenience of mobile devices that makes it easy and worthwhile to carry that extra item everywhere.?

Instant impression
From reading news, shopping and connecting with social media, consumers rely on their mobile devices as a go-to guide in helping manage their lives. To capitalize on this opportunity, marketers have been quick to roll out campaigns that are targeted at mobile users.

Given the small screen size of handsets, consumers not only expect that their experiences will be optimized for them but will also be relevant.

Therefore, brands have a one-time opportunity to leave a good impression on consumers.

One bad experience has the opportunity to ruin a consumer?s perceptions of a brand, meaning that they are less likely to opt-in to future marketing from the company.

Nowadays, consumers do not just expect for marketers to communicate with them via mobile. Instead, they expect to receive a compelling experience that takes advantage of the device.

There is no doubt that consumers are using mobile devices as a primary vessel to communicate with a brand.

The trick therefore is to find a way that makes users choose to use their devices more than another marketing channel.

For example, Nike recently rolled out a campaign aimed at golfers that includes both a Web and mobile portion (see story).

Users can create an account that can be linked to a microsite and mobile app to upload photos, share content with friends and family and learn about the best techniques for the game.

However, the true value of the mobile app portion of the campaign is the digital score card feature that lets users keep detailed notes about their score while they play in real time. The app serves a distinct function for golfers on the course that only mobile can take advantage of.

According to Ms. Perez, brands that are able to nail a mobile experience think ahead and incorporate mobile-only components, especially with the advertising opportunities available on smartphones and tablets.

?There?s a broad spectrum of activity in mobile marketing so naturally within that spectrum there are marketers that are connecting more effectively with consumers than others,? Mr. Perez said.

?Generally speaking, those that approach mobile earlier in the lifecycle of a campaign are more likely to get the most value out of their campaigns,? she said.

?Early mobile planning makes it possible to develop a campaign where mobile complements other media, develop creative that incorporates mobile?s rich features organically and ultimately deliver an experience that is more compelling to consumers.?

Multichannel mobile
According to some mobile experts, the key to balancing high expectations from consumers and planning for mobile campaigns is to keep it simple and integrated into a multichannel experience.

?Like any marketing, the quality and relevance of a brand?s offer is the key to response rates,? said Jim Stanley, vice president of marketing and products at Zoove/StarStar, Palo Alto, CA.

?Mobile has made responding all the more immediate, and brands that are focusing on simplicity for their consumers to engage are winning,? he said.

?Arguably mobile and mobile calls-to-action are turning TV from what once was a purely branding medium into a more effective direct-response platform. Media brands in particular that focus on enhancing our experience of the content we are interested in ? via dual screen experiences ? are gaining traction with consumers.?

For example, many brands rely on print, radio and television to spread the word about apps. However, consumers expect for there to be a direct way to download the app from an ad, which could include a mobile bar code or SMS call-to-action.

Some experts argue that although there is an opportunity for marketers to use mobile with calls to action, some brands are missing the mark, leading to a gap between consumer expectations and marketing campaigns.

?I'm not sure this is an issue of expectations met or not, but there seems to be lag between the kind of marketing campaigns and the ability of mobile users to complete a call-to-action on them,? said Dave Carroll, cofounder of Gripevine.com, New York.

?As our reliance on our mobile devices rises I would expect that marketing campaigns will become more tailored to engage consumers through their devices,? he said.

?It's likely though that marketing will always be playing catch-up to changing trends and the goal should be to lessen the gap.?

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York