Mobile marketing is still a controversial issue in Germany because many people are afraid of being flooded with unrequested text messages. In the US, this is different. There, mobile marketing is used more often than anywhere else. The prime example is Barack Obama, the presidential candidate of the Democrats. He maintains a website where you can sign up for updates on Obama’s activities, speeches, and election dates. In addition, you can sign up for specific issue updates such as health, education, Iraq, jobs and reform. Especially, young voters like the progressive campaign. I am of the opinion that mobile marketing used this way is something very positive: You are informed in a nutshell, and if you want more information you can get them on the internet.

According to a study conducted by the University of Michigan and Princton University, SMS reminders increased the likelihood of individual voting by around 4%. I could imagine that this effect is because voters feel personally involved. In addition, especially young voters who do not have a landline are difficult to reach with traditional campaigns, and the news in television appeal more to an older target group. The mobile marketing strategy was not only rated by 59% of the voters as being very helpful, in addition it is very cost effective.

Obama’s professional mobile marketing campaign has been awarded by the Politics Online Conference 2008 with the Golden Dot Award 2008 for Best Mobile/Text Message Campaign. Since McCain relies on a traditional campaign, Obama should actually be set!

In Germany, mobile marketing especially in politics is not very popular. I personally would appreciate receiving information on events and news via SMS. In stressy every day life, this would be a real help to be always up to date and not to forget the election day. It is important to overcome the bad reputation of mobile marketing in Germany, and to familiarize people with this way of spreading information! In the information age, information media should be used!