Epsilon, the nation?s leading email marketing and interactive services firm, has beefed up its mobile and social media team with the appointment of former Bello executive Laurie Wallace.

Ms. Wallace has been named solutions director for mobile and social networking, responsible for identifying and delivering products in that area that integrate with other Epsilon platforms. She will report to Doug Yokoyama, vice president of mobile and social media and himself appointed to the post mid-summer.

?Providing mobile marketing, social media and location-based services is integral to [current] consumer behavior and experience,? Ms. Wallace said.

The 20-year veteran of mobile, retail, government and media was most recently at Bello Interactive Media, where she led the roll-out of the mobile marketing sales channel for the company?s 15 television and three newspaper clients.

Ms. Wallace also served stints at Nokia and Handango, developing and launching mobile service programs nationwide and in Latin America.

In this Q&A, she discusses Epsilon's mobile and social media strategy for clients, mobile's role in the consumer's life and why mobile and social belong together. Please read on:

Why move from a media company to a vendor-side interactive firm?
I joined Epsilon because the position can leverage my experience in mobile marketing for a media company and my knowledge of how to launch mobile content programs for a handset manufacturer and a mobile application provider. 

Joining Epsilon provides me a unique opportunity to be a part of evolving and expanding its marketing technology services in the mobile, social media and location-based services.

You have a unique view of how media companies view mobile. How do they ? opportunity, threat, and bit of both?
Media companies are embracing mobile as another channel by which to engage their audiences. They realize that their audiences are consuming media in many different ways, of which mobile is becoming increasingly more important. 

But as with any change, particularly with technology, it creates some challenges. 

Is it an opportunity? Yes, to reach their audiences anywhere and anytime.   

Is it a bit of a threat? Yes, because it causes further fragmentation in reaching their audience through multiple channels. 

But the good news is media companies are embracing mobile as one of their core channels

What's your mandate at Epsilon?
My role is to identify and deliver mobile, social media and emerging media products and services that complement Epsilon?s existing digital services offering thereby growing Epsilon?s multichannel capabilities. 

This will be achieved by integrating specific mobile and social media services into Epsilon?s broader platform and providing a one-stop shop for our global client base. 

The key is to provide our clients with tools that enable them to reach their target audience in a way that matches the way in which that audience wants to receive and consume this information.

Providing mobile marketing, social media and location-based services is integral to consumer behavior and experience.

Epsilon is well known for its email and database services. Doug Yokoyama's hire showed that the firm has serious interest in mobile. And now you've come on board to support Doug and the company. How do you make the mobile case to clients?
We position mobile services as another tool for Epsilon clients to integrate into their marketing programs. 

Mobile provides another touch point for businesses to engage their consumers and it will enrich our clients? knowledge of their consumer?s behavior via mobile.

This will create another database of knowledge from which to learn how, when and where consumers interact with their brand.

Mobile's often clubbed with social media, and it's the case with you as well, given your new title. Do the two really belong together, or should they have dedicated teams for each? What's the bridge between the two?
There is a nexus between mobile and social media. 

Accessing social network via mobile devices is one of the top activities of smartphone users and this has grown exponentially from 2009 to 2010. It provides the ability for users to connect with their friends on the go. 

Usage of mobile, social media and location-based services are becoming more and more integrated. 

There is a big opportunity for businesses to integrate their marketing activities into this mobility offering.

Having worked at Nokia and Handango, you've seen mobile develop from infancy. Where would you say marketers are today in terms of understanding and adoption?
I believe that mobile marketing is still in its early stages but there has been a lot of activity and growth in the last two years. 

Overall, I believe that many companies are still in the testing phase of how to integrate mobile marketing in their overall marketing strategy. They are testing mobile applications, mobile messaging and trying different types of campaigns to engage their customers. 

But I believe that we will see an acceleration of businesses adopting and integrating mobile marketing activities into their marketing strategy. 

It really is a necessity now based on mobile phone behavior ? we won?t leave home without it, we have it with us and interact with it on average more than 15 hours a day.

What would you like to accomplish in your first hundred days?
In my first 100 days, I will be actively learning about Epsilon?s current mobile and social media initiatives, identifying which of their clients are exploring and implementing mobile marketing activities and gaining a better understand of Epsilon?s technical platform. 

Additionally, I will participate in fine-tuning our mobile and social media strategic approach and assist with increasing internal and external awareness of Epsilon?s mobile product offering.

And your mission for 2011?
My mission for 2011 is to work with the Epsilon teams to develop a comprehensive marketing service focused on helping clients reach their on-the-go customers. 

This includes identifying and creating the current mobile marketing tool sets of messaging, mobile Web, applications and integrating them into Epsilon?s marketing technology offering while keeping an eye on emerging technologies to add to our portfolio. 

Its to provide an integrated platform of services which will provide a repository of consumer data in one place. This leverages Epsilon?s strength to be a one-stop shop for clients.

Which marketer do you feel has got mobile right and is worthy of emulation?
As you know, mobile marketing is moving fast and each month we see a lot of activity from companies either entering mobile marketing or evolving their mobile programs. 

Many of them are in their test phase but some industries such as banking, retail and fast foods, just to name a few categories, have really made inroads in their programs.   

The mobile marketer has got it right when he or she achieves their defined goals.

Setting those goals is key to their success, whether it be to drive traffic into a location, increase brand awareness, or grow consumer loyalty. Each of those goals requires a different integrated marketing approach of which mobile plays a key role.