Mobile in the Marketing Mix
Direct mailers take note: Despite the dismal economy, the strength of the mobile web is evident. As a result, it may be time to consider integrating mobile marketing—where ads are text-messaged or sent to mobile phones—into a future campaign. Just look at the statistics: Total U.S. mobile web users increased 3 percent between April and May this year, according to a mobile report from the Nielsen Co. In addition, retail mobile marketing promotional campaigns increased 6 percent between the two months, according to Millennial Media's May Scorecard for Mobile Advertising Reach and Targeting.
Clearly, many companies are embracing the integration of marketing channels. In fact, 82 percent of respondents to a recent Direct Marketing Association survey said they use integrated campaigns. Of campaigns measured, email (79.1 percent) and direct mail (75.4 percent) remained dominant among marketers, expectedly. But respondents also said they will increase their deployment of such digital media as search engine marketing, new media, campaign personalized URLs, online video, banner/pop-up ads and mobile in the future.
One major reason direct marketers are becoming more interested in mobile marketing is the explosion and excitement around Twitter, the social networking tool that enables people to communicate with one another via 140-character messages.
"A lot of our clients are asking us about Twitter, which really is a mobile tool," says Neil Feinstein, director of brand and creative strategy at New York City-based digital direct marketing agency True North. "As a result, we're spending a lot of time talking about Twitter with them, and about how it can be used as a mobile marketing tool in conjunction with other marketing programs."
The ECHOs Go Mobile
The DMA is even getting into the mobile marketing act. For example, Feinstein, who's also chairman of the DMA International ECHO Awards competition, says the event this year will have an Audience Choice Award component driven by mobile marketing.