An acquisition marketing strategy that excludes mobile is a failure


A WWE direct mail piece with a mbile component

Acquisition marketing channels such as direct mail are making a comeback after a slight dip in spend that was caused by economically-driven caution on the part of marketers. 

In 2010 direct mail spend increased about 3 percent to $45.2 billion, and research firm Winterberry Group forecasts that this number will grow 5.8 percent in 2011 to $47.8 billion. However, with the proliferation of smartphones the game has changed, and marketers need to be incorporating mobile into their direct mail strategies to fuel acquisition. 

“A direct mail piece without a mobile call to action is an opportunity missed,” said Jeff Hasen, chief marketing officer of Hipcricket, Kirkland, WA. “First off, if you have the chance to turn a passive activity into an interactivity for minimal cost and effort, you have to go for it. 

“And, pardon what sounds like a cliché, a mobile component makes your direct marketing dollars work harder,” he said. 


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