Mobile in the Marketing Mix
Mobile marketing and direct mail is a marriage made in heaven, Gray believes. "Direct mail can and does drive the mobile interaction," he says. "Mobile is very inexpensive and very efficient in terms of coupon redemption. So the combination has given us a very strong value proposition."
What's more, Gray says, mobile marketing is a key way to drive opt-in rates. "Our focus for our clients is to enable them to attract prospects that are in the marketplace that don't already have a relationship with them, and driving those prospects to opt in to mobile via the direct mail vehicle," he says.
Mobile marketing has all the right stuff, but in many ways it's a very new medium with room to grow. "Right now, mobile marketing is similar to where email was in the late 1990s and early 2000s," says Feinstein. "Everybody's enamored of it, and everybody's trying to capture data so they can really start marketing with it."
In the 1990s, Feinstein adds, people were also very reluctant to give their email addresses, and the same goes for mobile numbers now. "While I think folks are less concerned about giving out their email addresses today, they're still cautious about giving out their mobile numbers," he says. "After all, it's the most personal place a marketer can be—on people's bodies—so people are very guarded about it."
But there's hope on the horizon, he says. When marketers can provide value with their mobile marketing campaigns, people generally will welcome them into their phones.
So how do you provide that value? "By understanding who your customers are and what they care about and then delivering to them something unique," concludes Feinstein.