By Nisheeth Mohan

As we watch the unfolding of the end-of-the-year retail selling frenzy, mobile is a critical part of the marketing and sales mix.

Contrary to analysts' predictions, Black Friday sales were up compared to last year. In the midst of a global economic crisis, shoppers are buying. But there is a different feel to shopping this year, as people are being more selective and doing more comparison shopping, and responding to bargains enthusiastically.

Shoppers are flocking to online sites to do their research, and Web-only and mobile-only specials help encourage this dynamic.

Mobile is the medium of choice for an enthusiastic and engaged demographic. The ability to reach out to a mobile audience whenever you wish and wherever they are is unprecedented.

The results are also unprecedented. For example, click-through rates on mobile advertising are significantly higher than for other media. Rates of 40 percent or higher are known.

Marketers are recognizing the importance of the triple-screen approach to saturation marketing.

In addition to broadcast and print media and the Web, savvy marketers are using mobile this holiday season to supplement their campaigns.

Mobile is the medium that allows them to reach hundreds of thousands of people instantaneously through push campaigns.

In addition, mobile is the only medium that goes with you. It is available anytime anywhere when a shopper wants to access product information or the nearest location where something can be purchased.

Here is my three-pronged strategy for mobile success:

â?¢ Build your mobile brand
â?¢ Make your presence known
â?¢ Stay in touch

Build your mobile brand
Market leaders already recognize the need to have a specific mobile presence.

If you don't have a mobile site up or one under construction, make it a priority for 2009.

Mobile screens will never be as large as those on your PC, and a dynamite Web site can be a major turn-off to mobile users if they can't navigate it successfully.

Common short code is another mobile presence enhancer. Follow the lead of industry giants such as Pepsi and Starbucks who are using short codes for brand awareness.

Make your presence known
Take advantage of both organic and paid search programs.

This is one place where you will get a huge return for the money you spend on site development and paid search.

Emulate the success of retailers such as Target that make sure that if a customer is looking for an item that Target sells, they can quickly get to the Target site to look it up or purchase it.

Stay in touch
Reach your customers using short codes as mentioned above.

Supplement advertising with the highly successful couponing programs now available.

You can send your own coupons or take advantage of third-party marketing organizations such as Mobigosee.

It is fair to say that 2008 was a watershed year for mobile technology.

Most purchases are still made at a bricks-and-mortar establishment or on a PC, but mobile is a critical component in driving shoppers to those sites.

Data released by the Shosteck Group and its strategic partner the Mobile World forecasts 3.3 billion mobile subscribers worldwide by year end, with a staggering 5.4 billion mobile subscribers by 2011.

With immediacy as a selling point, and with a potential global market numbering in the billions, make your New Year's resolution now that in 2009 you will take advantage of mobile marketing to enhance your success in the coming year.

Nisheeth Mohan is product manager for mobile solutions and technology at Keynote Systems Inc., San Mateo, CA. Reach him at