Nikon is aggressively advertising its digital cameras this year with TV and print ads featuring model Kate Moss as well as Internet promotions on Flickr and Yahoo. To try to bridge the gap between consumers' Web activities and in-store purchases, the company also has started a mobile phone campaign. The first week of December, Nikon began an effort with mobile phone marketing firm GPShopper that directs consumers searching for digital cameras on their phone to the nearest Nikon dealers. The results even provide a map to ensure they get there. For consumers searching online, the results can be sent to their phone. GPShopper offers a tool that allows us to speak with consumers when they're directly in the purchase mode, said Andrea Kerr, vice president and account director at Nikon media services firm ID Media, New York. The number of consumers researching products on cell phones while shopping is still small, Ms. Kerr said. However, as GPShopper's pricing is s