Text message marketing

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This is the practice of taking the marketing message directly to the personal pocket of the prospect. It can appear to be very intrusive, so marketers must tread carefully.

The ownership and use of cell/mobile phones has gained huge market penetration. Their use as a marketing tool is in its infancy. On radio and television most adverts include a keyword on a short-code as a one-way request from the prospect to the organization. But few companies are using the text message as a two-way vehicle.

Everyone carries their personal phone with them, if you want to reach your prospects where they are, you need to buy (expensive) or grow your own list. A way to quickly grow your own list is to provide a once-in-a-life-time offer using a viral Short Message Service (SMS) campaign Viral marketing.^{[citation needed]} So long as you don't over-use your prospects, you can keep sending text messages for quite a while, building up brand awareness, and with the use of suitable humor you can build loyalty too.^{[citation needed]}

It's estimated that 94% of all text messages are opened.^{[citation needed]} The average cost of email averages nine cents per message.^{[citation needed]} Average market rates for texting are ten cents per message. 70% of the domestic^[clarify] market has adopted text messaging.

You can also use text message marketing as a B2B tool, for instance to maintain a set of contract staff [1].
[2].