In a bold (and overdue) move by Bank of America’s Merrill Lynch Wealth Management division, they have decided to target well-heeled baby boomers via SMS text marketing. Advertising agency Hill, Holiday, Boston commented that the $20 million television campaign takes aim at the new concerns of these investors.
Hill, Holiday believes the recession as changed the view of the future for many and Merrill Lynch is embracing it as an opportunity to reconnect. As strong reconnection tool, Merrill is taking a fresh approach with the implementation of mobile marketing.
This is especially great because it is often thought by many business owners that mobile marketing, specifically SMS text marketing, is a teeny-bopper fad (although they themselves text daily). We see many of our clients have tremendous success targeting the 45+ crowd via mobile, whether it be through Bulk SMS, a mobile website, or even mobile application.
Brandweek wrote a great article about this important advertising strategy. The campaign will undoubtedly make an impact in the financial market and will be yet another example of the immense demographic-shattering strength of the mobile phone and mobile marketing.
To read the entire Brandweek article, click here.
To see the full product offerings of Ballyhoo Mobile, click here.
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