Mobile marketing doesn't refer exclusively to promotional efforts targeting smartphone owners. Rather, the tablet device – popularized by Apple's iPad – is quickly becoming the go-to mobile device for many Americans. A significant number of industry analysts are projecting tablets will eventually replace the traditional computer for personal use.

This was made abundantly clear this holiday season, as low price points offered by new tablet devices – namely, Amazon's $199 Kindle Fire – accelerated consumer demand. Apple's iPad debuted at upward of $500, which limited the penetration of tablets in 2010. As prices continue to decline, marketers will need to consider these devices as they design the mobile component of their multi channel marketing efforts.

"Tablet shipments reached nearly 65 million units in 2011. By 2015, the firm anticipates that number to skyrocket to 287 million units. The iPad’s unwavering growth is not to be discounted, of course. In Q4, Apple shipped 18.6 million devices, compared to Amazon’s aforementioned 3.9 million," eMarketer notes, citing an iSuppli report.

Particularly, Amazon's Kindle Fire is priced to move. Released late in 2011, the device is already in the hands of 5.5 million consumers. This number is expected to grow 235 percent next year to 18.4 million and continue to expand at a double-digit pace through 2014.

The penetration of tablets means marketers need to develop mobile strategies catered to them. These devices have larger screens and more room to engage, so simply bringing smartphone campaigns to tablets won't work. Initiatives need to be designed from the ground up for these platforms if brands want to enjoy true success.

"By the end of 2012, 54.8 million Americans will have a tablet of some kind, up from 33.7 million at the end of 2011. While the iPad will decline in share of the total from 83 percent in 2011 to 68 percent by 2014, it will continue to dominate the market for the foreseeable future," eMarketer adds.

Mobile devices are slowly becoming a regular part of the average American's household – if it isn't a tablet, it will be a smartphone, MP3 player or other platform. Marketers need to take advantage of this fact by developing campaigns tailored to these devices if they want to engage consumers through a variety of promotional channels.