By Eric Holmen

As a firm believer in the potential of the mobile channel, particularly in terms of mobile commerce and marketing and advertising applications, I am an optimist by nature. As the head of a mobile marketing firm, I am an optimist by trade.

But even at that, I am not going to write in this column that the economy has turned the corner and it is time to start doing the business of recovery. My glass is not that half-full.

I do think, however, that it is time to start planning for a post-recession world.

In terms of marketing and communications, this means taking an honest assessment of the current situation from multiple perspectives, analyzing what has worked historically and how those historical trends may play out over the next six to 18 months and beyond. Then start positioning your company or organization for optimal success once the economy really does start to right itself.

Forward-thinking companies are consistently looking past the current quagmire and making these kinds of plans -- it is a hallmark of success. For most of these plans, at least from our perspective, mobile will be a major component.

This is not to say that a good mobile strategy is a panacea.

Indeed, the great potential of the mobile channel is tempered by some very real challenges, many of which have been exacerbated by the recession.

Mobile, for instance, is notoriously difficult to measure accurately. Conflicting metrics abound in the industry.

While one survey suggests that most mobile users respond in some way to mobile advertisements -- 51 percent, according to Nielsen -- a sizably smaller percentage report even being interested in offers and deals -- 43 percent, as reported by MediaPost.

Companies engaged in mobile marketing, including retailers, often find it difficult to generate accurate customer behavior data as it pertains to mobile advertising efforts. Consumer education, in general, is often a sticking point for these organizations.

But mobile offers a degree of engagement with customers that is impossible through other media. The immediacy of mobile initiatives and the adoption and penetration rates that dwarf those of other marketing efforts make the channel the very future of marketing.

The post-recession marketplace will feature consumers placing a high premium on value, loyalty and choice, with marketers placing a high premium on reach, cost effectiveness and engagement.

Mobile, in my opinion, is the only channel that can effectively meet all of these demands.

Here are five key strategies for mobile post-recession success.

Create and offer value
This recession is longer, deeper and tougher than the last four downturns that the world has experienced.

If the majority of economists are right, the recovery will be longer and slower than the last four recoveries as well. This means that value will remain at the top of consumers' decision making process, and will be the marketing tactic most likely to garner a high level of response.

For retailers as well as operators in other industries, finding a way to create and offer value through the mobile channel will be key to developing and maintaining a solid mobile strategy.

This might take the form of a value-add smartphone application, mobile coupon or time-and-money-saving real-time tip. Anything designed with end-user value in mind will score major utility points.

Encourage engagement
Post-recession consumers will have their own goals and expectations for brands and marketing messaging, and will expect to be interacted with on their own terms.

These consumers are fluent in social networking, use their mobile devices with an unprecedented degree of utility, and are card-carrying members of the choice generation.

Also, they want to adopt messaging rather than being exposed to it. They want conversations they can opt into, not commercials they try to avoid.

Offer mobile content that engages this demographic and mobile marketing success is certain to follow.

Build relationships
A mobile strategy, more than a strategy hinging on traditional media, is based on an intricate, dynamic relationship between the marketer and the consumer.

A good mobile strategy will create trust through disclosure and accessibility, one-to-one interactivity and transparent information security.

To achieve these aims, provide the information that customers need and clearly list privacy policies and offer choices of how -- by channel or medium -- and how often -- weekly or monthly -- they want communications.

Instead of pushing information out, pull information in to learn how customers prefer to interact.

Make a mobile mashup
Mobile is no monolith, and neither is the post-recession consumer.

While the public is more comfortable with their mobile devices, it is far from the only media touch point at their disposal.

Use mobile as a complement to other media initiatives, and vice versa. Print, direct mail, online, email, in-store, outdoor and other media can prompt consumers to take action through their mobile phones, and text messages can serve as reinforcing aspects to an existing campaign.

Mobile elements included in traditional media channels extend reach and allow instant interaction.

For retailers, mobile couponing can be reinforced or prompted by point-of-sale signage or print advertisement.

Innovative combinations, such as guerrilla marketing with mobile sign-in, are also gaining traction.

Keep it in the family
Any good mobile strategy, particularly one designed for a post-recession marketplace, must begin with a strong customer database. This just makes good sense.

Any database that a business already has is likely to be populated with the best, most loyal customers. Start with this list and expand it.

The execution of a mobile strategy is only as good as the customer intelligence that powers it. And befitting a company's best customers, use only the strictest opt-in methodology to ensure welcome communications and secure transactions.

THE RECESSION has, and continues to, present a myriad of challenges to retailers, marketers and other businesses across the world. But as with most things, this too shall pass, and it is time to start planning for what happens when those green shoots start to blossom.

For most businesses, this will have to include a workable mobile strategy. For this to happen, the savvy will seek expert partnership and help establish -- and not follow -- the prevailing trends.

A strong mobile position going forward is best developed by those companies that have helped move the industry along from its inception. Those businesses that recognize this will be ready for the post-recession world. Will yours be one of them?

Eric Holmen is president of SmartReply Inc., a mobile and relationship marketing firm in Irvine, CA. Reach him at .