It took several years, but SMS—“text messaging” to the layperson—has finally become mainstream here in the U.S. And with wide adoption among consumers have come an increasing number of mobile marketing campaigns. However, marketers seem to focus on two categories:

(1) SMS campaigns, in which consumers sign up to receive text messages (like new product announcements, sales notices, and discounts/coupons) about their favorite brands.
(2) Mobile web, via which marketers can [a] send messages to email accounts that consumers access on their handsets, or [b] place display ads on mobile Web sites.

With category #1, marketers can get information out in real-time, reaching consumers wherever they are. With category #2, marketers can reach consumers with visual or multi-media messages, making for a richer customer experience.

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