Consumers are adopting new ways to communicate with brands via mobile phones, but most brands are missing the opportunities that text messaging affords.

More than 70% of marketers state that mobile marketing is core to their business, according to Salesforce, and the majority (86%) of senior marketers cite it as a very important part of a cohesive customer journey. However, many marketers still are not sure how to tap the value of mobile messaging and effectively integrate it into their mobile marketing mix.

Marketers not using mobile messaging are missing out on a major opportunity.

Some 88% of consumers are interested in mobile commerce. The majority of consumers are willing to share personal information for better rewards, but only 26% currently receive SMS or MMS coupons, according to Yankee Group.

Mobile messaging campaigns give brands a primarily untapped way to engage consumers with polls, coupons, contests, and more. Moreover, brands receive the instant feedback and metrics essential in today's data-driven marketing environment.

Mobile messaging is a cost-effective, low-risk way to engage consumers via mobile marketing. So, why are brands so stuck on mobile-optimized websites and native applications as their "mobile strategy"?

Brands face four core challenges today when launching mobile programs:

1. Compliance, regulatory, and patent trolls

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image of Matt Silk

Matt Silk is senior vice-president of Waterfall Mobile, a company that provides enterprise marketers with a mobile and social marketing platform to increase customer acquisition and strengthen loyalty.

LinkedIn: Matt Silk