The latest in digital media, mobile marketing, if done correctly, represents possibly the most target-focused consumer marketing tool ever known.

Mobile media, when accessed via cell phone, smart phone or tablet PC can be a truly personal connection, as many consumers carry around their mobile devices 24/7.  This makes it possible to reach consumers from wherever they choose to use their devices and notably, where other forms of advertising and marketing cannot reach easily.

The opportunity for brand marketers, therefore, is to generate enough equity, affinity and trust in order to make a personal connection with a consumer who may grant access to selected marketers to send targeted offers, demos or news direct to their mobiles.

It is important to note which demographic group marketers are targeting since many brands have simply not yet focused energy and dedicated activation resources to generate a critical level of trust or engagement with a target consumer.

Done on a strategic basis, there are potentially huge opportunities, although there are equally frightening risks.  It is a matter of pre-testing and being able to measure your campaigns against an objective database, such as the one that IMI International provides to clients.

Taking smart risks with mobile can be very lucrative, indeed.  Just make sure they are the right risks and not one-offs that can lead your brand in the wrong direction.