Text message marketing

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Text message marketing 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 cellular and mobile telephones 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 a marketer wants to reach their prospects where they are, the marketer needs to buy (expensive) or grow their own list. A way to quickly grow one's own list is to provide a once-in-a-lifetime offer using a viral Short Message Service (SMS) campaign Viral marketing.^{[citation needed]} So long as the marketer doesn't overuse their prospects, the marketer can keep sending text messages for quite a while, building brand awareness - and with the use of suitable humor - 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 text messaging are ten cents per message. 70% of the domestic^{[clarification needed]} market has adopted text messaging.