BOSTON ? For digital marketers, the mobile explosion has been a gift and a curse. While the channels available to reach consumers are now infinite, the targeting process is made more difficult with so many devices in the mix, per panelists at DMA:2011.

During the ?Mobile Explosion: Using Device ID to Reach Your Customers? session, executives discussed how device identification technology is the solution to the mobile marketing targeting dilemma. The fireside session was moderated by David Norris, CEO of Blue Cavas.

?Some of the tracking that works online doesn?t work on mobile,? said Phuc Truong, managing director of Mobext.

?Mobile and analytics certainly has its challenges,? he said. ?As our clients are spending more money in mobile they want to get a better sense of whether it is working.?

Mobile reach
Mobile present a big opportunity for marketers to reach consumers. Their mobile device is always on them, which makes it an ideal marketing tool.

?People spend a lot of time on mobile,? Mr. Truong said. ?I think any advertiser these days who is not looking at mobile is doing a disservice to their company.

?The phones these days are getting more sophisticated,? he said. ?We are seeing people upgrading their phones from feature to smartphones and that continues to grow.

?When a brand advertiser sees that, those numbers are hard to ignore.?

Many companies are using location-based services such as foursquare to engage and better target consumers. However, the execution might not always work.

According to Mr. Truong, Starwood Hotels recently rolled out a foursquare initiative that encourage consumers to check-in.

?So they asked us to optimize their Web pages for mobile,? Mr. Troung said. ?Audience engagement on a mobile phone can be many things and take many different shapes.?

Access point
Mobile is not only a channel, but also an access point, per Mr. Truong.

?From a user perspective, they want to access it anytime and anywhere,? Mr. Truong said. ?Companies should know what their objectives are and what they want to achieve.

?I really all depends on what their overall objectives are,? he said.

For marketers that are on the fence of whether to build a mobile site or app first, Mr. Truong suggests a mobile site.

?Build a mobile site and if you have an audience that wants to connect with your brand again and again, you can build a mobile app and let those users know that they can download your app when theyir on your mobile site,? Mr. Truong said.

?The best marketers have both,? he said.

According to the executive, location-based services are also on the rise and many companies are taking advantage of it.

However, to get consumers engaged, offering an incentive of some kind is key.

?If I?m opting in and I?m letting you connect with me through my phone, it better be a good offer, compelling and relevant or else you?re going to see those opt out rates,? Mr. Truong said.

Final Take
Phuc Truong, managing director of Mobext