We spent a few days as both presenters and exhibitors at the Direct Marketing Association’s Annual Conference in Las Vegas last week. It was dotMobi’s first time at the show and we couldn’t have been better received by this mobile-thirsty crowd. While the question “is it the year for mobile?” does seem a bit stale by now, it did float through my mind watching the mobile marketing pavilion crowded with foot traffic. In fact, it was rare we had more than a minute or two between curious passers-by wanting to know “where do I start in launching a mobile campaign?” or “how do I start building a mobile site?”.
The DMA represents those companies participating in the $173 billion U.S. direct marketing business each year. Some of the biggest brands and vendors as well as many emerging companies looking to differentiate themselves descend on the DMA exhibit hall floor in the hopes of learning how to better acquire, monetize and retain their customers. And despite the fact that it was the inaugural event for the mobile marketing pavilion, there was no shortage of interest, curiosity and passion on the topic. In fact, the mobile area was jumping and each presentation fully attended.
For most of those with whom I spoke, it was their maiden voyage into mobile marketing waters so they’re still at early on the learning curve. But the mere fact that so many eager attendees broke away from the behemoth mailing houses, list brokers, and data warehouses to start their mobile marketing journey could be an indication that it could be the year for mobile marketing…
In the end, it was a great reminder for those of us in this space that while the growth of mobile is no doubt impressive, we haven’t seen anything yet.
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