Lighthouse List Company has formed a new division to manage SMS and email lists as part of its multichannel focus.

The Pompano, FL-based firm will now be able to market lists for multichannel campaigns through its new AmeriBase division. The company previously offered postal lists for database marketing.

"As consumers become more digital in their media choices, marketers need to find consumers in the medium where each consumer is most likely to respond," said Steve McFadden, president of AmeriBase.

"Multichannel marketing allows the advertiser greater exposure for the ways that consumers respond," he said.

Mr. McFadden will run the division, backed by 30 years' experience in marketing, messaging, communications, segmentation and research.

AmeriBase will offer management and enhancement of SMS and email databases for targeted marketing. Its parent is one of the leading list brokers nationwide, offering managed and compiled lists as well as data processing and direct marketing services.

The idea with AmeriBase is to close the gap between offline and digital marketing.

"I've found that there is a great divide between postal and email/SMS types of companies," Mr. McFadden said. "Most are very strong in one of these mediums.

"AmeriBase is bringing the two together for multichannel marketing. Companies that want to build a brand or target specific audiences should consider all media," he said.

Many companies have started building databases of mobile consumers who have opted in loyalty programs or ongoing communications from the brands. Not surprisingly, mobile is a key area of growth for AmeriBase. Market trends back that thinking.

"With the number of landlines declining, mobile marketing enables advertisers the ability to reach a younger, more digital audience," Mr. McFadden said. "AmeriBase realizes that mobile marketing is just beginning in the U.S. and is a strong area of growth for business.

"AmeriBase has one of the few SMS-capable lists," he said. "We can combine different media for advertisers or conduct standalone campaigns.

"Web site owners, for the most part, are not aware of mobile marketing. Privacy policies need to be modified to allow SMS. I've been involved in modifying privacy policies and recommend that companies add this to their sites."