While mobile CRM is still in its infancy, trends indicate that marketers in 2008 will slowly but surely add a mobile component to their loyalty marketing efforts.

Bob Gold, CEO of mobile marketing services firm Gold Mobile, Clark, NJ, expects that Fortune 500 companies will integrate mobile with their direct mail and call center programs. But a case will have to be made, as Mr. Gold told Mobile Marketer's Lauren Mooney. Excerpts from the interview:

What is the key trend in mobile CRM?
The key trend is first that integrating mobile into a company's CRM strategy will start to be a major initiative with the Fortune 500.

Brands will start to recognize the genius of MyCokeRewards and integrate mobile into their loyalty and rewards programs as well as add mobile touch points within their direct mail and call center programs.

Do marketers really understand the concept of mobile CRM?
Not at all. We are pioneering many of the strategies and developing mobile CRM methods. This will start to gain traction in 2008 amongst both the vendor and client marketing and customer service communities.

What is mobile CRM? How would you define it?
Mobile CRM has two major aspects. First, the recognition that many customers are mobile when they want access to information, purchase, training or instructions, order status and other time-critical content.

Next, use of mobile technologies specifically to provide a true two-way relationship with the customer based on their preferences, preferred way of communicating and location.

Any good practitioners of mobile CRM?
It is so new I have not had the time to study all the players. But we can certainly learn from Europe and examples include eBay, Kicker and Funkticket.

In the U.S., we have been working in the auto industry and have a great example in a leading car dealership, Preston GMC, and a rapidly growing manufacturer, SIGG. Also, a new exciting use in online social communities.

What strides do you expect to be made in mobile CRM in 2008? What is the size of the market?
Strides include helping establish best practices, industry metrics and educating CRM and marketing executives on the power of mobile and how it can significantly increase sales and loyalty.

We are currently just beginning to determine the size of the market, but it is huge in that it is the CRM marketplace.

What's the purpose of building a mobile database?
Do not think of the mobile database as separate and distinct but as an integrated way of enhancing a relationship with customers. The purposes of using mobile are many:

• Adds significant value and productivity to call centers
• Adds immediate engagement in direct mail
• Adds a much-needed dimension to almost every loyalty program
• Adds a preference-based model to customer newsletters and updates
• Adds a whole new dimension to customer events

Do consumers actually want to build a relationship with marketers over the mobile phone?
Again, the real question is, when are customers looking for information or to take action? Is it on the beach? On the train? Between appointments? When traveling?

The key question for a company is: What percent of time are people mobile when they could engage? And, more importantly, are companies losing orders or not upselling because they are not present at the point of search?

Does mobile CRM have to work in conjunction with other channels?
Absolutely.