By Chris Cunningham

Leave it to the consumer-friendly technology prowess of Steve Jobs and Apple to break down the barrier holding back mobile marketing. While that was only half the story for 2008, the other half will be written this year.

The mobile marketing story I am talking about is focused on iPhone apps. Before I jump into that, first let me set some background.

This marketing opportunity began in 2006 with the launch of widgets. I was right in the middle of the widget phenomenon leading the charge through Freewebs' initiative.

While there is still an opportunity for widgets, this segment of the digital marketing arena evolved when Facebook launched the Facebook Platform in May 2007 for software developers to create applications that interact with the social network.

Since that time, tens of thousands of Facebook applications have been created, changing the landscape of the Facebook experience and arguable made it better.

In 2008, the opportunity for marketers to engage with social media applications began to take shape. Companies like mine have connected dozens of brands to develop social media applications. The key is doing so in an integrated, contextually-relevant fashion.

The year 2008 was just the beginning of the marketing opportunity around applications. As we enter 2009, I see these applications evolving once again to be Web solutions that provide strong utility, whether it is community, great content or entertainment.

With the success of applications on Facebook, the opportunity for other platforms to leverage the portability and engagement that applications bring to the table became apparent and warranted anticipation.

The expectation has been that MySpace will drive the application space forward as the No. 2 player, but it is clear to me that that won't be the case in 2009.

Apple and the iPhone get the nod from me. Reports in December show more than 300 million applications have been downloaded from Apple's App Store, demonstrating the iPhone's opportunity and ability to take mobile to a whole new level.

To further demonstrate the opportunity and according to the Wikipedia, it took Apple almost two years to sell 300 million songs on iTunes. In addition, it took almost three years to sell the 200 millionth video.

Comparatively, it took Apple less than six months to download 300 million iPhone applications.

As mentioned earlier, there have been tens of thousands of Facebook applications created. Thus far, there are more than 10,000 iPhone applications. This number will no doubt increase in 2009.

However, it is important for mobile marketers to note the trend we have seen in the second half of 2008 -- the maturation of the space. Here's what is happening:

Quantity to quality
Not only are developers and publishers focused on utility of applications, so are consumers and so should marketers.

Right now, there is a strong move from quantity to quality applications. I believe the biggest reason for this evolution is the creation of a new advertising vehicle for marketers.

Thus it is an opportunity for developers and publishers to monetize their creations in meaningful ways, while providing valuable content, entertainment and community to consumers.

Application, not message
For marketers it should be all about the application and not about the message.

For that matter, the same is true for developers and publishers. The message should be tightly integrated and contextually-relevant, but keep in mind this channel is all about the application.

Consumers will only download and return time and time again if the application is useful and fun. If they feel the application is an advertisement and an advertisement only, you can forget it.

Build or not to build
Already on the iPhone there are more than 10,000 applications created by developers and publishers that understand what consumers will download and interact.

Leverage these creations in relevant and meaningful ways that establish relationships with your brand.

Download now
Once again, digital advertising is changing, just as Internet consumer behavior is changing. We are seeing it online with social networking and now in the mobile environment through iPhone applications.

With this change, so should your strategies change as well.

I believe that now more than ever is the opportunity to download your brand into and around applications online, whether it is on the wired or mobile Web. Make it a priority for 2009 or you will no doubt watch your competitors pass you by.

As iPhone applications become more social, which they will -- we are already seeing it in plans with developers and advertisers -- the iPhone may not just make mobile a true platform for marketers, but the platform could become a true factor in digital and social marketing.

Chris Cunningham is founder/CEO of appssavvy, a New York-based direct sales service for the social media space. Reach him at .