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Next election decided not by Palm Beach, but Palm or handheld

By Leland Kroll

It is most unlikely that history will repeat itself and that the outcome of the presidential election will hinge on how Florida's Palm Beach County votes. In fact, it might very well be determined by messages sent to your handheld device.

Just think of how mobile marketing can impact next year's election. Candidates should start collecting the mobile numbers of their supporters and begin communicating with them -- now.

This type of communication can be used to instantly poll or survey individuals on key domestic or international issues, alert them of when candidates will be attending a fundraising event in their local area, or to rally the troops on an important issue or stand they are taking.

Mobile marketing can and should also be used to solicit new supporters by deploying relevant mobile messages to prospects identifiable by age, income, ethnicity, prior political party voter registration and a number of other demographics.

With a database more than 23 million opted -- in to receive mobile messages, there are plenty of potential voters to influence and solicit.

What I think is holding back this use of mobile marketing by the presidential candidates is the perception that it will be an unpopular method of communications with prospects.

Certainly, any type of mobile campaign needs to be relevant and sent to those individuals that have provided their permission.

However, politicians have a "green light" with no Do Not Call registry restrictions and should start implementing mobile messages as part of their mix. This is more so for those candidates aspiring to reach the White House by influencing the youth marketplace or early adapters who are already mobile-enabled.

Mobile marketing has a 100 percent deliverability rate and a 94 percent to 96 percent open rate. Viral marketing plays an important role, since more than 25 percent of many mobile communications are shared with others. These are very impressive statistics that no politician can ignore.

My prediction is that the presidential candidate that uses mobile marketing in a number of ways -- polling, fundraising and general support -- will win the election. Now that's putting a lot of power in the hands of the people.

Leland Kroll is president of list services firm Kroll Direct Marketing Inc., Plainsboro, NJ. Reach him at .