Gartner Research

Keep SMS in Your Mobile Toolbox

Published: 27 April 2018

ID: G00355924

Analyst(s): Charles Golvin


SMS, aka text messaging, remains an effective yet underused 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's Caveats Include Cost and Overuse
  • SMS Is a Complementary Piece of an Integrated Mobile Marketing Strategy
  • Recommendations

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