The aim of most online marketing is to get your content in front of eyeballs so that it can prompt some kind of action (buy, visit, respond etc.). Facebook, Twitter and any other social networking tool are also ways to get your content in front of people - that's why businesses have wised up to leveraging social media for marketing purposes.
Tags are no different.
Tags are a way to get content in front of a phone user. Focused content. Virtually immediately. At point of siting. This is something that search just can't do. That's why all the "why use a tag - just type in the URL" naysayers just don't get it.
It's about delivering content: Right-now, right-where, right-what.
You see a tag. You snap it. You get the content. Hopefully relevant and interesting mobile-optimized content complete with as many calls to action - that can be actioned from a mobile phone that is - as possible.
Tags are just another mobile marketing channel. So add them to your next campaign.
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