Latin-Pak Goes Mobile
Direct marketing firm Latin-Pak, which built its company on direct mailing, and more recently moved into email marketing, has just announced the launch of its mobile marketing platform, which offers advertisers a reach of 2.5 million Hispanic mobile customers.
“I see a lot of opportunity particularly in the marketing of events here,” says CEO Vince Andaloro. “Mobile marketing lends itself particularly well to any business with an immediate call-to-action. The movies are a great example.”
Andaloro says that the opt-in list was built via various methods. When mobile users text to receive news updates or sports scores, they are automatically opting to receive advertising on their handsets. “The opportunity in the Hispanic space is that this is a market segment that is underserved by direct marketing communications. They are therefore much more receptive to this sort of messaging.”
Depending on the campaign, response rates can be very high. Latin-Pak recently did a campaign with MTV where the objective was to get mobile users to download a wallpaper. Out of 25,000 offers sent, the campaign garnered 5,494 responses—a 22% response rate. While this rather high response rate is not typical, it does underscore the potential of the medium.
Andaloro believes that the future of electronic marketing will be mobile-based. “Its effectiveness is a function of the 1:1 targeted communication dynamic that exists,” says Andaloro, noting that a targeted mobile message is much more effective than a shotgun-blasted email campaign.
Latin-Pak has also done mobile campaigns with Pfizer, Microsoft, and Teleflora.
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