1Touch Marketing and Paradise Coast Media are merging to improve the quality of their mobile businesses.

The merger has already been approved by the boards of both companies and is effective immediately. Employees of Paradise Coast will move into 1Touch's Boca Raton, FL, headquarters.

"One of things with mobile is that 1Touch has a great data hygiene technology that will help us clean our mobile list and ensure that we have the best possible lists of opt-in mobile members," said Brandon Rosen, president of Paradise Coast, Delray, FL.

"Our lists will be cleaner and up-to-date, allowing our marketers to target the consumers that are interested in hearing from them," he said.

1Touch provides customized marketing programs, deployment, tracking and creative services.

Paradise Coast is an interactive marketing and advertising firm that specializes in SMS marketing.

The merger will allow 1Touch to increase the size of its email and SMS database. The two companies are working now to merge their databases and de-dupe the total file.

Neither firm is sure on the actual size of the new file, but Mr. Rosen confirmed it will be substantially larger for both media offerings.

All of 1Touch's existing datacards will be updated to the latest counts and new available selects.

1Touch will acquire about 300 new clients through this deal. It will also boost its technical functionality for tracking email and SMS.

"The big thing is that with their staff and our resources we can give advertisers better customer service and better results in the long run," Mr. Rosen said. "We will merge offices in the end of June.

"Ultimately we hope that this merger will be a benefit for our clients in terms of a better targeted audience," he said. "We want to take our capabilities to a whole new level."