As mobile text marketing and mobile advertising continues to explode, marketers everywhere are sitting up and taking note. According to a new report by J.P. Morgan, mobile advertising has reached critical mass and will double this year to the tune of approximately $1.2 billion.

While smartphones and mobile devices provide greater opportunities to engage consumers, marketers are also now more apt to cut through the clutter. It’s all about creating calls to action that are personalized for individual customers and aligned with their preferences – including how they receive the message.

According to David Edelman in a 2010 Harvard Business Review article entitled, Branding in The Digital Age: Your Spending Money in All the Wrong Places, “what has changed is when—at what touch points—they [consumers] are most open to influence, and how you can interact with them at those points.”

He says that putting the majority of your resources towards first creating brand awareness and then opening wallets at the point of purchase used to work pretty well. “But touch points have changed in both number and nature, requiring a major adjustment to realign marketers’ strategy and budgets with where consumers are actually spending their time.”

Clearly, a good start to realigning your strategy involves engaging customers who would rather opt-in to build a relationship with your brand via a mass text marketing or social media campaign versus any other advertising medium. Hitting them with multiple touch points is also key.

But how do you know if you are on track to turn those touch points into real revenue? Here are some tips that can help you determine if your campaigns are setting you up to realize a healthy ROI in fast moving world of mobile advertising.

On Track, On Target

After sending out a mobile text messaging or Multi-Channel Marketing campaign that integrates SMS, IM and your Facebook fan page, track the response rates using the analytics that are integrated into your SMS gateway system, email marketing solution or multi-channel marketing technology.

Promo codes that are attached to each and every one of your campaigns -- specifically your mobile coupons or VIP offers – make it easy to track conversion rates. That way, you can measure the number of sales that resulted from each and every one of your campaigns.

Let’s say you own a local Baskin Robbins franchise. Invite your SMS text database of 2000 to beat the heat with a two for one or flavor of the month offer. Then mention this offer along with some ideas for how to enjoy the last days of summer in your next Facebook posting. And, in your next email campaign, don’t forget to include the offer and the save the date for the fall ice cream social you’re hosting to benefit the youth soccer league. By attaching a promo code to each and every one of these campaigns -- and using your POS system to apply them at the point of purchase -- you will be on the right track to not only realize ROI but measure it more effectively.

Eye the Analytics

By using Web analytics to track the activity of your web and mobile sites after sending out a SMS text campaign, you will continue to build your own awareness of what works and what doesn’t. Taking time to understand which pages are the most popular and how offers like mobile coupons engage your customers will prove invaluable to your overall marketing and sales efforts.

Similarly, by using high-impact solutions like Quick Response (QR) Codes with a variety of different tactics such as SMS text, email marketing and online campaigns, you’ll be able to better understand the preferences of your customers and how your offers resonate across different market segments.

Solutions like Trumpia’s All-In-One Multi-Channel Marketing platform, which offers built-in analytics to track and measure the effectiveness of your IM, social media and email campaigns, make it easy to not only deliver your message across numerous touch points. They help you quickly take stock of the results so you can adjust your plan of action.

By measuring all the components of your marketing strategy as a collective whole, you’ll be able to home-in on your most effective touch points and serve up your marketing campaigns accordingly. Only then will you be sure you can make every marketing dollar count.