Response Magazine - December 2007

Mobile Marketing: The Next Direct Response Frontier

Mobile marketing just might be the next great opportunity for savvy direct marketers to conquer. Mobile phone users between the ages of 15 and 25 send 10 text messages for every phone call they make from their cell phones. This demographic has traditionally been tough for direct marketers to reach but is considered very valuable. When members of this demo are sold on a product, they tend to be very loyal and committed consumers of brands.

Because this group doesn’t have access to as many credit cards and don’t have the same disposable income as the 25-plus market, they have been widely ignored — until now! Ordering products, taking surveys and promoting brands through a billing relationship with the major cell phone carriers makes this demographic more reachable than ever before.

Mobile marketing enables the consumer to opt in and purchase products that can then be added to the monthly cell phone bill. However, mobile marketing still has some kinks to work out. For instance, in most cases half of the revenue generated has to be split with the carrier offering the service. This can work for DR marketers, because of the call center and credit card processing savings.

Mobile marketing campaigns offer corporations, branding and marketing agencies a unique entry into mobile advertising by leveraging partnerships with product companies and organizations to develop campaigns that promote brands. This creates opportunities to build an opt-in database and develop a mobile extension of the brand. Correctly structured and applied, this strategy has the power to drive significant return on each marketing dollar spent.

The next time you get annoyed at that teenager sending a text message, think again. They just might be ordering your product! ■

Take 2 Direct specializes in providing uniquely creative and highly responsive commercials and campaign management. If you want to sell your product and need a company that has the creative vision to drive the call, as well as the practical experience to manage the intricate back-end process, contact Take 2 Direct CEO Adam MacDonald at (714) 979-5555 or E-mail him at adam@take2direct.com.