Great, must read editorial at Chief Marketer:
Many marketers are overwhelmed by the technologies and terminology that fall under "mobile." However, the foundational components of mobile marketing are straightforward, support core marketing and communications programs, and deliver clear and measurable outcomes.
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Text Messaging (SMS)
There are more than 300 million mobile subscribers in North America, representing approximately 90% of all adults. Virtually every mobile device supports SMS. Studies indicate day-to-day use of SMS has quickly migrated into older age groups, with as much as 50% penetration among boomers. After voice, SMS is the most ubiquitous mobile technology. Any ROI metric looks better when the potential audience is 300 million consumers.
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