How can we integrate mobile phone marketing with direct mail to make them work for us?

Mobile phones and direct mail may not sound like the obvious pairing in a marketing campaign, but the two together are being used to promote a variety of products. Tim Dunn, head of marketing services at Mobile Interactive Group (MIG) explains this winning relationship.

Just like direct mail, SMS is a direct route to consumers, which is why mobile marketing and direct mail work so well together. For example, consumers can surf on WAP sites via their mobile and request more information to be posted to them.

Our expert takes a look at campaigns that have successfully integrated mobile marketing with direct mail: an FMCG company offering free product samples and car manufacturers looking to post brochures to interested motorists.