Mobile Marketing: An Hour a Day

In Conclusion

We started off the tactical portion of the book with SMS for two key reasons:

• It reaches the broadest possible mobile audience.
• It plays a vital role through the purchase funnel.

There's no denying SMS is a low-wattage marketing tactic. But what it lacks in flash, it compensates for in effectiveness. If mobile marketing were a baseball team, SMS would be the utility player—solid but unspectacular, able to fill in at multiple positions, a reliable performer year in and year out.

So don't get caught up in the perceived limitations of SMS; focus instead on its strengths. “The challenge,” says Coca-Cola's Tom Daly, “is getting outside the box of character limits and perceptions of the limited depth of experiences you can offer.” He ...