Why Direct Marketers Should Embrace Mobile

Mobile marketing is taking over the marketing world. It is getting huge. Google says that mobile search will surpass desktop search by the end of 2013. Perhaps the most stunning statistic is this: 70 percent of mobile searches lead to action within one hour. By way of comparison, 70 percent of desktop searches lead to action within one month. 

Here's the point: Mobile is here, it is getting bigger and marketers better pay attention. Because of these fairly mind-blowing statistics, many in the traditional marketing world are, frankly, feeling some fear.

We talk to direct mail firms, publishers and even online direct response marketers who are feeling serious trepidation about the vast unknown universe of mobile marketing. They see the marketing world turning to mobile and not returning to more traditional direct response methods of marketing. But, our message is simple: Rather than being afraid of mobile, marketers should view mobile as an opportunity, not a challenge. Traditional direct marketers are uniquely positioned to succeed at mobile. Why? Here are some reasons:

1. Same Concepts: Traditional direct marketers understand the basic concepts of mobile marketing.

Think about it. Mobile marketing demands—and often produces—an actual response. Its primary purpose isn't branding or public relations. Sound familiar?

Direct marketers who know nothing about mobile marketing already know more about it than they think. Direct marketers 'get' mobile. It is marketers that are concerned with branding, public relations or merely driving web traffic that ought to be concerned. Direct marketers, on the other hand, already understand how mobile works.

2. Targeted Focus: Mobile works because it is hyper-targeted, location-based, focused on reaching the correct group of people. Mobile succeeds because it can focus on people most likely to buy and then measure results. Sound familiar?

3. Same Goals: The goal of a mobile marketing campaign is a phone call or a text message—in other words, a response. Similarly, the goal of any direct marketing campaign is a response.

4. Vast Opportunity for Integration: Because there is so much commonality between traditional direct marketing and mobile marketing, there is a great opportunity for integration.

Direct mail firms, for example, could set up automated text back to mobile callers, thanking them for calling, or even giving them a specific mobile offer. (Imagine being able to offer something like that to clients). Online marketers should create a mobile website and optimize their landing pages for mobile search. (And, if you did this, you'd be at the forefront of innovation. Google says that 79 percent of marketers still don't have a mobile site of any kind). And if you're not ready to go totally mobile, you can test mobile microsites and landing pages for specific campaigns as an alternative to rolling out a full mobile site.

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