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Ignoring mobile is no longer an option.

If you needed further proof, Google’s bid to buy Motorola Mobility and control the Android experience “from soup to nuts,” as TechCrunch described it, should convince you. Mobile has become strategically important. Consumers crave it. Revenue is gaining momentum. Developers are working overtime to keep up with the demand. And mobile devices are redefining the customer experience –shaking things up just as the internet did not all that long ago.

Clearly, the time for equivocation has passed. The land-grab is on, and CMOs who hesitate now risk being left behind. Mobile is quickly maturing into a key driver of the marketing revolution, and as John Quelch, who recently left Harvard Business School to become Dean of China Europe International Business School (CEIBS) in Shanghai says, it’s time to “eat lunch or be eaten.”

How will your organization respond?

As I see it, you need to start planning for mobile as a critical component of your marketing mix. Some say mobile lags behind the hype —and there may be a grain of truth to that –but there’s no disputing that this space is heating up fast, so it makes sense to start taking advantage of innovation now.  Digital technology is already reshaping the way we interact with customers, and that’s not going to slow down. The evolution will continue, and ultimately, we’re going to see multi-channel convergence with the mobile device as the linchpin.

Are you ready to get started? Here are five things you can do now to position your organization for success:

1. Understand how consumers can benefit and value from a heightened mobile experience. Daily deals (GrouponLiving Social, etc.) and location-based services/offers (FoursquareSCVNGR, etc.) have received lots of press. But, think bigger. Mobile devices are personalized digital ecosystems, each providing massive potential for expanded reach, real-time engagement and location-specific content. Watch for QR codes and Microsoft Tags, apps and yes, even notoriously undervalued SMS campaigns to gain prominence. Keep intent top-of-mind and design your approach around how your organization can best connect your digital (marketing) messages to the physical (customer) world. How do your customers want to use mobile?

2. Develop a roadmap. Forging ahead into this new landscape won’t necessarily be easy. You’ll need to proceed with a sound strategy and a clear definition of how you will define success. Don’t skimp on the research. Mobile is a distinct experience that demands a fresh plan and new tactics.

3. Leverage tech partnerships and thought leaders to execute. I talk a lot about the need to tear down silos. You won’t be able to move ahead with mobile any other way. Collaboration is key because mobile typically spans not only internal departments, but third parties, as well. When was the last time you had lunch with the CIO? Get buy-in from the C-suites and cast a wide net to get input (and support) from others (app developers, sales, etc.), too.

4. Start small and evolve. Marketers tend to over-design and over-analyze, and then we get paralyzed with worries about “what if?” This time, try something different. Keep your plan small. Focus on areas where others have proven results, and track your efforts so you know what’s working and what isn’t. Then, refine your strategy as you go. Execute, evaluate and evolve.

5. Remember: If it is marketing, it won’t work. Consumers today want relevant information. Old-school push marketing re-packaged for a mobile device simply won’t work. But, design a mobile campaign that truly engages and delivers value, and you’ll see the results you want: revenue growth and improved customer relationships.

survey by Pew Research found that 85 percent of Americans now own a cell phone. Among 18-to-29 year olds, that number climbs to a staggering 96 percent. Consumers today want access to digital information anytime and anywhere, and this nearly universal acceptance of mobile represents extraordinary opportunities for marketers. It’s time for you to recognize the potential of these interactions and start putting mobile to work for you.