As the mobile channel firms up, useful basics are beginning to emerge for marketers looking for a starting point.

Still looking for a toehold in the digital channel? You're not alone. Many marketers are still looking for guidance on basic mobile questions. For example, where does mobile fit in the marketing funnel, and what are the key approaches?

At this week's iMedia Brand Summit in Las Vegas, Nev., Jumptap SVP, Ad Sales, Evan Krauss, and Brand in Hand president Eric Bader shared some answers. 

Mobile's place in the marketing funnel
According to Bader of mobile agency Brand in Hand, mobile is turning out to be a versatile marketing tool, capable of driving results in most parts of the marketing funnel. Brand in Hand has successfully deployed mobile for brand awareness, promotion, couponing, customer acquisition, and other marketing objectives.

Two key approaches
Mobile is being used primarily for media and message integration (running ads against mobile content) and location messaging (serving ads based on location). When considering either approach, Bader recommends you ask a simple question to improve results: "How is my brand relevant in the context it is being used?"

Results
Brand in Hand research shows mobile returns 2.5-times the ROI as internet advertising, and 2.7-times more than all other channels. Beyond ROI, mobile has proven it can spur engagement as well. According to Brand in Hand research, mobile voting programs show 3-times the participation as online-only voting programs.

Leveling the playing field
Concerned that your brand isn't right for mobile or other, non-traditional ad channels? You should check out Charmin's Sit or Squat app. In this case, a humble toilet paper manufacturer came up with a smart way to provide utility and build community around finding clean bathrooms. According to Bader, this is a terrific example of "normally low interest brands giving high interest solutions" with mobile.

Mario Sgambelluri is associate publisher for iMediaconnection.com.