Mobile Commerce Minute Episode #321:
SMS isn’t dead, it is just widely misused. This according to a Hipcricket study. The results show the disconnect between the use and value of SMS as part of the marketing mix. Done properly, text messaging will be the retailers greatest ally. Done improperly, text messages become their greatest enemy. The simple truth is that if a message doesn’t offer value, is not relevant and is too intrusive, it is not just disregarded it will harm the perception of the brand.
How bad is it being done? Chuck summarizes in 90 seconds.