â€œWho saw the infomercial for Barack Obama last night,â€ Hodges asked the audience, which elicited a tepid showing of hands. Iâ€™m not sure what Hodges point was with that, but my takeaway was that for all the high-profile attention Obamaâ€™s half-hour buy on the major networks got leading up to last night, it didnâ€™t reach many of the savvy mobile marketers in this room today.
The question is whether mobile would be a more effective platform. Hodges suggestion is that it may in fact be.
â€œI think Barack Obama has done a really great job of utilizing mobile,â€ Hodges said, citing the campaignâ€™s efforts to sign voters up for mobile alerts related to campaign issues.
â€œThereâ€™s also a CRM aspect to the Obama campaign that is really important,â€ Hodges, added, suggesting that those relationships may impact voter turn out in a way that is far more efficient than traditional media efforts.
During the 2006 campaign, Hodges said there was a 4% lift of people who went to the polls based on a mobile message. â€œOn a cost-per-thousand basis, that was $1.56 per voter vs. traditional media, which is $20 to $30.â€
Okay, so it looks like mobile marketing may also be getting Madison Avenueâ€™s vote.