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.