The Device Changed. The Marketing Discipline Did Not.
Mobile Marketing Plus is built around a simple idea: SMS works better when the database, audience, offer, timing, response path, and measurement are designed together.
Database marketing from the beginning to the response.
Eric Steele's background spans the complete direct-response chain: building and managing databases, creating forms and data-capture systems, cleaning and segmenting records, targeting audiences, selecting channels, executing campaigns, and measuring results.
That experience includes direct mail, fax broadcasting, early SMS, web integration, customer segmentation, mapping and clustering, and later mobile and digital channels.
From salvaged computers to a T1-backed broadcast network.
Eric built BizFax by repurposing hundreds of computers and adding modems to create a fax-broadcast operation. As volume grew, a regional telephone company provisioned a T1 connection and software to support the network.
BizFax campaigns were built around database-driven targeting and measurable direct response. Promotions for restaurants and automotive businesses could generate immediate demand, sometimes creating more response than the client was prepared to handle.
The company was later sold as the regulatory environment around unsolicited fax marketing was tightening.
SMS was a continuation, not a reinvention.
Once SMS became viable as a marketing channel, Eric applied the same database discipline to mobile messaging. His experience includes SMS work connected to Firestone and later the use of SMS and database marketing to help drive participation in Epic Ultras events.
The lesson was consistent across channels: response improves when the audience is selected intelligently and the communication has a clear purpose.
Mobile marketing connected to everything around it.
Data
Who is in the database, what is known about them, how valuable they are, and how they should be segmented.
Channels
SMS, direct mail, web, email, social, and other touchpoints selected based on the objective rather than fashion.
Measurement
Response, conversion, retention, reactivation, revenue, or another meaningful business outcome — because sending is not the same thing as succeeding.
Data, mobile, and direct mail — connected but separate.
Data Mining Doctor focuses on database analysis, segmentation, mapping, clustering, and customer intelligence.
DirectMail.ink focuses on direct-mail strategy, campaign architecture, production planning, and execution.
Mobile Marketing Plus focuses on mobile/SMS and integrated campaign strategy. The three properties complement one another but should not be treated as interchangeable brands.
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