Social media marketing took off in unprecedented ways in 2010, and a Pepsi executive says 2011 will be an even bigger year as social and mobile come together. The proliferation of smartphones, tablets and social connected mobile devices has made it easier than ever before to consume and share content – an opportunity that many companies, including Pepsi, have and will continue to jump all over.

Pepsi digital and social media director Bonin Bough says location-based marketing services will see huge growth as consumers continue to increase mobile phone usage for reasons beyond just making calls. Pepsi is viewed as leader in the social mobile marketing space, having recently kicking off campaigns to promote the Pepsi Max brand using QR codes to spread content virally and engage consumers. Bough says in-store mobile bar code reading will grow in 2011 as many more brands and retailers begin adopting the technology to scan a barcode for accessing the internet that would have otherwise been done with website URLs.

Businesses and retailers that adopt location-based networks such as Facebook Places and Foursquare will see huge opportunities, Bough maintains. Leading the trend will be the move away from traditional browsers and website purchasing as we begin to see increased ecommerce on mobile devices. “The entire app space is huge fruitful opportunity for brands” he says. Combining location-based services with incentive programs increases consumer engagement, and it’s something Pepsi hopes will create a “value exchange with consumers” by offering discounts, coupons and branded content.