What's the mindset of consumers when they are on the mobile phone? What's their approach to mobile content, commerce and marketing? How to tap into that? The answer lies in gap marketing.

For marketers to understand mobile, they must learn from consumer attitudes to other mediums. Television offers news and entertainment, so the ads are pithy, short and entertaining. Radio offers information while in transit or multitasking, so the ads reinforce the point of the message with a sense of urgency.

Direct mail hits the emotional and rational chords, emails aim for the transactional vein and search ads go for the purposeful intent mode. Consumers are in browsing mode while reading print and online media, so the ads' headlines and images have to be eye-catching. Billboards are blink-of-an-eye marketing.

On mobile, the consumer reaction to content, shopping and marketing is evolving.

Better phones, more affordable voice-and-data pricing plans and increased awareness of the device's capabilities are changing usage behavior. But what is settled is that mobile is filling in gaps in the day for the average consumer.

Now let's not confuse gaps in the day with dead-time. On the contrary. The concept of dead-time is almost dead -- or is applicable when the consumer finally goes to bed. Every minute awake counts in this frenzied age, unfortunate as that may sound.

Are you busy?
While the evidence is anecdotal, it's obvious that the mobile phone is used first thing in the morning for voice, text and email message. Great time for newsletters to drop and their ads to be seen. News headlines are scanned and weather conditions checked.

As the morning progresses, the phone is checked periodically for messages while on the commute. Once in the office, the focus turns to the desktop PC Web, meetings and landline conversations, unless the consumer is travelling. If travelling, the consumer expects the broadband-wireless-enabled laptop and mobile device to do the heavy lifting.

Come lunchtime and you'll notice hordes eye-balling their mobile phones for messages or content while on their way to grabbing something to eat. This marks another key time to engage consumers with marketing, content and offers.

Back in the office, the PC Web gains more attention, although the mobile phone is checked constantly. That's not an earthquake -- that's the phone vibrating on the table.

This routine goes on right through end of business day, when the mobile phone is given another look and calls made to loved ones or contacts before the evening commute home begins.

An evening meeting means the phone again is the all-in-one lifeline for the consumer. But if he or she is commuting, expect a check of the news headlines and email messages as well as plenty of texting. Many play games -- if not driving -- and others listen to music. And, of course, many shoot the breeze with where-are-you chatter.

The post-work engagement with the phone revolves around informing loved ones and friends about whereabouts, chores to do before reaching home and relaxing activities.

Mind the gap
Now some may quibble over the day-in-the-life activity outlined. But the point is simple. Consumers use the mobile phone for a variety of reasons at different times of day. Most can be surmised through common sense. So any kind of marketing must be geared toward understanding the mindset during those gaps in the day.

There is no hard evidence on mobile's share of the day's media consumption. Expect that data to become available as mobile usage of non-voice services increases. It's up to the wireless carriers to share that information.

The idea is not to inundate the consumer with marketing on such a highly personal device as mobile, but serve the promotions or ads when they are in the mindset to welcome engagement with marketers.

For that to happen, marketers must understand how best to serve consumers in those gaps during the day. Each gap is primetime for certain activities. Serving a mobile coupon for lunch to an opted-in consumer makes sense at 11 a.m., not 2 p.m.

Gap marketing is as much about respecting the consumer's time and activity patterns as it is about recognizing mobile's place in the media mix.