A study conducted in May 2011 by Chief Marketer found that 33% of marketers had run mobile campaigns in 2010, and more than half were doing so this year. In addition, the study says that 58% of marketers will be integrating mobile into their overall, cross-platform marketing strategies in 2011. After text messaging, the most common form of mobile marketing is by the use of 2-D barcodes like QR codes (59.3%).

And this is just the beginning of mainstream acceptance of integrating mobile marketing in to cross platform campaigns. Digital out-of-home advertising is a catalyst for marketers to use mobile techniques to get consumers to interact with brands.

Best Buy recently added a QR reader to it's mobile app. Users can scan codes on offline ads (like billboards and newspaper inserts), as well as in-store for more product information.

Another examples of integrating QR codes in to a cross-platform campaign is that of Heart Magazine. The company launched an umbrella campaign which says, "Scan this QR code to experience all 19 of our iconic brands — any time, any way". The code will be seen on digital ads, signs atop taxicabs, a billboard in Times Square and posters in windows at the Hearst Building in NYC.

Are you using mobile marketing across multiple marketing platforms?