Gartner Research

Don't Ignore the Power of SMS

Published: 23 August 2016

ID: G00310799

Analyst(s): Charles Golvin


SMS, aka text messaging, remains an effective yet underutilized mobile tactic among marketing leaders. SMS is particularly valuable when used in concert with mobile tactics such as wallet, web and native applications to orchestrate a deepening level of customer engagement.

Table Of Contents


  • SMS Is Popular Among Marketers … And Should Be More So
  • SMS Marketing Has Its Caveats
  • SMS Is a Complementary Piece of an Integrated Mobile Marketing Strategy
  • Recommendations

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