Do direct marketers get the importance of mobile marketing?
Ms. Hyde: Yes, I think direct marketers do understand the importance of mobile marketing and are finally ready to begin developing strategies to integrate mobile with their other communication channels. I think there is a great educational opportunity for us to work with our clients to help them understand best practices for collecting mobile opt-ins and to help them understand how mobile can complement their existing email strategies. Anything else you’d like to add? Mr. Ju: Observation of the mobile marketing space for the past two years seems to indicate that those engaging in the mobile space have been primarily brand marketers using this channel for lead generation and customer acquisition. Email marketing on the other hand, has advanced over the past ten years to a more mature level of marketing with well-established playbooks for enhancing customer retention. Yesmail is already starting to early stages of mobile marketing evolving from an acquisition channel to a retention chann
