SMS Campaign & Then You're Done?

Should text messaging be the only element in a mobile marketing strategy? Here’s what I told Mobile Marketer for a story they prepared for its new Mobile Outlook 2011 Guide. “SMS has come a long way, but still suffers from the tag by creatives and others that it is the least sexy mobile execution. That is why we continue to preach the pyramid strategy where you employ SMS for reach, then build on richer applications that deliver better brand experiences but reduce the number of people who can participate.” The full article is on page 34 here