SMS campaigns, as we’ve seen from some mobile campaigns, can work very effectively as long as marketers get it right. And by get it right, I mean measuring message effectiveness through action analytics techniques.
Recognizing the need to be where consumers are, many multichannel merchants are rushing to roll out mobile campaigns, with mobile marketing budgets increasing overall as a result.
Even with the rise of IP-based messaging apps such as iMessage, WhatsApp and Just.me, SMS remains ubiquitous largely because of its interoperability. It doesn’t suffer from the device and operating system fragmentation that beset the messaging apps. So, even though the IP-based apps are expected to catch up with their older cousin this year, SMS […]