Marketers Should Find Mobile Familiar, Not Fearful

Some traditional direct marketers fear that mobile marketing's rise threatens their familiar channels, such as direct mail or even online response. But, as a recent Target Marketing magazine article advised, there's no use ignoring the mobile tide -- not when Google  predicts that mobile search will surpass desktop search by the end of 2013. However, the article also argues, traditional direct marketers should see opportunity, not reasons to run or resist. Consider the basics of mobile marketing success: To generate an actual, measurable response, whether a phone call or a text message, by using targeted, location-based messages aimed at the people most likely to buy. Sound familiar, direct mailers? Because there is so much in common between traditional direct marketing and mobile marketing, there is an opportunity for integration with mutual benefits. For more reasons and ways to embrace mobile, see http://www.targetmarketingmag.com/article/why-direct-marketers-should-embrace-mobile/1