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
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
creative and highly
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 email@example.com.
Join the New Direct Response Marketing Alliance
We invite you to join your peers from across the marketing
world in the new DRMA. Membership is just $595 per year,
Register at: drma.responsemag.com
If you have any questions, please contact John Yarrington at 714-338-6724 or Thomas Haire at 714-338-6722.