iMedia Connection recently ran a piece by Mike Baker, the VP of Nokia Ad Business, on the importance of mobile marketing to the retail industry.

First, he succinctly defines the medium:

Mobile advertising is the opportunity to serve potential customers with a relevant, appealing offer on which they can easily act. For instance, a consumer is browsing mobile content or viewing a mobile map when an opportunity is presented to click through a banner ad to receive a mobile coupon that can easily be redeemed at a store, or to schedule a test drive of a new vehicle model or to find the nearest retailer of a certain product, with useful directions to the nearest point of sale.

He also provides some informative examples of how retailers might utilize the mobile platform:

• Mobile alerts update customers of sales, new products and shipments or extended hours.
• Mobile coupons drive customers to the store with special deals they don't need to worry about clipping from the newspaper and remembering at a later date.
• Mobile coupons sent on a card member's birthday enhance loyalty.
• Text notifications of coupon expiration dates drive store visits.
• Mechanics like birthday reminders, mobile access to wish lists, recipes or shopping lists stored on or sent to the phone encourage in-store shopping.

Head over to iMedia Connection to read the entire piece--it's worth your time.