One of the technologies that is gaining interest among direct marketers and their audiences is mobile marketing. I sat down with our Chief Technical Officer Mike White for a short Q&A to talk about how mobile technologies are changing the way direct marketing works.

What factors drive the growth in text marketing?

InfoCision Chief Technical Officer Mike White

Definitely the rise in the number of mobile devices. And with the new generation, texting is how they communicate. It’s the new demographic. Also, there are some statistics out there that show that the age gap for people that do texting is widening. It’s not just the 18-to-29-year-olds now. It’s the 30-to-40-year-olds and the 50-to-60-year-olds that are starting to text as well. It’s becoming very commonplace.

How is the growth in mobile text marketing affecting the call center business?

We look at it from a service bureau perspective. We are handling calls on behalf of our clients, and what we’re seeing is that as we contact people through traditional channels, like the phone, we find individuals who request to be contacted via other channels.

Texting is becoming a type of marketing that is growing in popularity because a large percentage of the population has cell phones or mobile devices. I’ve seen statistics that show 90 percent of texts get opened and read within 15 minutes of being sent. As we see that proliferation, as a call center vendor, we need to be able to have that channel available to our clients so they can communicate with their customers.

What changes are call centers making to capitalize on text marketing?

The main thing is they need to have a provider or in-house platform that is capable of sending and receiving SMS messages. (SMS, or short message service, is a standardized communication protocol that enables the exchange of text messages between fixed line and mobile phone devices.) It’s basically a tool set and call centers need to have the right tools to provide the service.

Why has InfoCision chosen to make this investment?

It’s another option for how our clients can reach out to their customers. In addition, because it’s a very new and emerging space, we’re finding significantly higher response rates.

For more information on mobile marketing, contact Mike White at (330) 668-1400 or mike.white@infocision.com.