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Mobile Marketing by Daniel Rowles

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17

Short messaging service (SMS)

With news published in April 2013 that the number of messages sent by mobile messaging service apps such as WhatsApp have overtaken the number of messages sent by short messaging service (SMS), many news sites reported the death of SMS. SMS is one of the oldest data transfer methods used on smartphones and many of us feel that too much SMS-based marketing is spammy and interruptive (Text Marketer, 2013).

But let’s a take a moment and look at things differently. Over 99 per cent of SMS messages are opened and over 90 per cent of SMS messages are opened within the first three minutes of being received (Tatango, 2013). This is both the blessing and the curse of SMS messages and deserves some further consideration. ...

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