Newly-minted Australian Direct Marketing Association (ADMA) chief executive Jodie Sangster has fired a warning shot at advertisers who ignore mobile in their marketing
plans.

Sangster believes mobile is a device that is revolutionising marketing like no
other device has managed to do before it.

She said there are two parts to mobile marketing, one is whether a brand is
building activities specifically for mobile, for example apps, and that’s for
the individual advertiser to decide whether it’s right for their audience. But
the other part, which is the part marketers need to take notice of, is how
people are accessing marketing content.

She said: “With the penetration of smartphones, mobile is at the centre of
how we communicate today and going into the future. As a communications
mechanism, companies need to be thinking through the lens of mobile. Marketing
materials are increasingly being accessed through mobile devices.

“Mobile is great for direct marketing because it pulls together all different channels. It funnels them through one device, which is personal, immediate and widespread. Direct marketing is not about channels, it’s about the audience and they are on mobiles.”

Sangster said often it’s a matter making sure EDMs and websites are rendered for the mobile screen.

Sangster also believes with brands looking at social media, mobile will play on bigger role as consumers increasingly access it through mobile.

Sangster started as chief executive of ADMA this month, replacing Rob Edwards who leaves after an 18-year tenure. She joined from the Direct Marketing Association in New York, where she was senior vice president of education & global development.

This article was written by Wenlei Ma for AdNews 27/7/2011