On the 20th anniversary of the first text message, I told Mobile Marketer that SMS has driven sales, engagement, and brand loyalty.
"Often maligned, I'll argue that mobile marketing has advanced as far and fast as it has precisely because of text messaging. Sure, it's unsexy and hardly a creative tactic in and of itself, but SMS provides reach to nearly 100 percent of phones and to the 75 percent who text on a regular basis.
"SMS has most effectively made traditional media interactive, moving product, driving trial and building monetizable databases for Macy's, Arby's and many others. Simply, text messaging has proven that mobile works for brands."
The full article is here: http://www.mobilemarketer.com/cms/news/messaging/14322.html