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.
Don't Fear Mobile
My point here is simple: Of all the people in the marketing world, direct marketers have the most to gain from the mobile marketing explosion. You share the same concepts as mobile. You share the same goals. You share the same desire to measure and demonstrate success and to target focused and highly selected groups.
So, even though mobile is a beast, view it as a friendly beast. A beast you can tame if you are prepared.