Matt Johnston, CMO, uTest

“UTest offers app testing services, which means our audience is tech execs and interactive agencies, so it's a very "SoLoMo'-savvy crowd. And because we're big believers in content-driven marketing—creating "how-to' white papers and e-books—we utilize low-hurdle marketing offers. Those two factors lead us to believe that mobile marketing is a good fit for uTest. It's something we're testing today, and we believe it will be a larger part of our 2012 plans.”

Randall Rozin, global director-brand and marketing communications, Dow Corning

“As we continue to advance our social media strategies, we're seeing the ability to leverage third-party sites' investment in mobile communications to help us create improved mobile user experiences. Two site examples include LinkedIn and Facebook, which both have great mobile usability. It is when the experience moves from the third-party site to our Web properties that we see the most opportunities for end-user experience improvements. Mobile strategy and capability improvements are a key part of our going-forward strategies in the next year.”

Tom Kennedy, director-marketing and communications, Republic Financial Corp.

"Two of our companies manufacture equipment for the waste industry, making products ranging from landfill compactors and car crushers to garbage truck bodies—all of which are natural fits with video storytelling. Both companies used QR codes on exhibit space signage at the WasteCon 2011 show in August as a way to drive "show-me marketing' instead of "tell-me marketing.' We also leveraged Twitter and Facebook extensively from the show so that followers could easily track our activity on their mobile devices. We have been using QR codes in print ads extensively in 2011 and plan to continue in 2012.”

George Stenitzer, VP-corporate and marketing communications, Tellabs Inc.

“We expect most of our content to flow through mobile devices. Telecom execs tend to use iPhones and iPads, and about three out of four start shopping by seeking content on our website. We rebuilt www.tellabs.com in HTML 5 to ensure a good mobile experience, particularly with videos. We launched a Tellabs iPad app with deep content and links to our blog, social media, website and videos. Next, we're looking at how best to employ QR codes and location-based apps. And we plan to build a 3-year strategy for mobile marketing.”