Broker Roundtable: Are mobile lists starting to make an impact on the rental market?

This week’s question: Are mobile lists starting to make an impact on the rental market? Is there much interest in them from mailers, and are they having any impact on more traditional postal or e-mail files?

Our current panel features Geoff Batrouney of Estee Marketing Services Inc., Joe Borelli of Borelli Direct Marketing Inc., Mary Ann Buoncristiano of American List Counsel, and Kevin Rusciolelli of Infocus Marketing. (Would you like to be considered to be a member of our roundtable? Contact Larry Riggs at larry.riggs@penton.com.)

Geoff Batrouney, executive vice president, Estee Marketing Services Inc.:

At this stage, there are not enough mobile lists in the marketplace for their presence to have a measurable impact on the list business, either positive or negative. But it's early days, and if postal rates and mailing conditions continue to affect mailers' budgets, we will see further investments in social media files. No question.

Joe Borellli, president/CEO, Borelli Direct Marketing Inc.:

We do not receive many requests for mobile lists. It may be due to our client mix, but so far it is a nonissue. As a consumer, I’m actually opposed to any type of mobile marketing.

Mary Ann Buoncristiano, executive vice president, American List Counsel:

We are seeing significant interest however this list market is still in its infancy. Success, I believe, will be in the ability to integrate, segment and customize.

Kevin Rusciolelli, senior consultant, Infocus Marketing:

I’m seeing more advertising of these lists, but not much interest. Similar to fax lists, many mobile phones are also on the National Do-Not-Call Registry.