Mobile marketing was a major focus for retail in 2010, and there are no indications this will change this year. Even the slowly recovering economy has taken a back seat to predictions about mobile and its impact on retail.

While there is an abundance of hype about mobile, there is good reason for it. Despite the various predictions, we still don’t know the full impact of mobile on shopping behavior, nor are we likely to for a number of years. As hardware continues to evolve and consumers embrace ever improved functionality, the long-term effects are difficult to foresee. What we do know is that connectivity, transparency, and real-time information are the new standards for commerce.

There are two compelling reasons for retailers to embrace mobile and include it in their marketing strategy. First, mobile devices are essentially ubiquitous. They are always on, always connected, and their growth as shopping tools is being driven by consumers in search of better information. Second, mobile apps are multiplying at an exponential rate and expanding the capabilities of these pocket-sized computers. Many of these apps have broken down the walls of product and price transparency, and shoppers are using them to research when and where to buy an item. This essentially means that any claims made by a retailer—especially regarding price—are now being verified in real-time at the shelf edge. Given these factors, it is risky for retailers to not include mobile into their marketing plans and to not create a customer experience that makes it easy for shoppers to interact with them via mobile. Consumers have an expectation of connectivity and will reward retailers that facilitate this need.

The critical element is the execution of mobile. Just building an app and making it available to shoppers isn’t enough, even if that app supports the overall goals of the organization. Any mobile implementation should be part of a greater marketing strategy that incorporates mobile connectivity in a way that is meaningful to shoppers and enhances the customer experience.

The best mobile apps incorporate three benefits for users:

1. Ease of use. An app should be easy to understand and intuitive in its design, incorporating the capabilities of the mobile device. The top platforms are iPhone and Android, and while they have similarities, a well-designed app will include functions that utilize unique aspects of each.

2. Engagement. An app should be entertaining. Some of the most popular mobile apps are games. Likewise, the best non-game apps have an element of fun built in. An app can have all the functionality one could imagine, but the best way to keep people using it is to make it entertaining. This is especially critical at the outset when trying to drive the use habit.

3. Utility. An app must provide relevant value to the user. This is essential for long-term use, and if an app isn’t providing this, then it really has no reason for being. The stickiness is all related to value.

Most retail apps today provide one or two of these benefits. Very few of them successfully incorporate all three, and without all three, an app will likely be short-lived and quickly forgotten.

Once those objectives have been addressed, the next step, even before launching the initial release, is to plan out updates and improvements. This process has also become an expectation today. These improvements should be focused on two areas: addressing user feedback for functionality and adding capabilities that further engage the user. Soliciting feedback is critical to make sure the app is working as designed and bugs are addressed. Improvements are necessary to keep the user engaged and to stay ahead of the other apps vying for the shopper’s attention.

The final step is to keep a focus on the organizational goals. Defining and implementing strategy is hard work. Sticking to that strategy, and knowing when to jettison it and start over, is harder yet. Mobile has the aura of success all around it. It’s on the lips and minds of every marketer. The challenge is in creating an overall strategy that incorporates mobile in a meaningful way, rather than just putting an app out there and hoping someone will notice. The basic rules apply: consistent, relevant communication that integrates all the connection points and differentiates your product. Mobile alone won’t do this. Ultimately any implementation needs to provide incremental value to the retailer in the form of increased sales.

Jeff Weidauer is vice president of marketing and strategy for Vestcom International Inc., a Little Rock, Ark.-based provider of integrated shopper marketing solutions. (Photo by Jannis Andrija Schnitzer.)