Simple ubiquitous tools like text messaging will remain dominant while large internet companies continue to create proprietary and closed social and messaging platforms that require a lot of effort to use and give very little marketing reach. Here are 4 reasons why SMS is a great marketing channel.

1. NO INTERNET REQUIRED! - SMS is infrastructure

SMS operates over the same wireless protocol as mobile phone calls. We do not need a separate app or even a 4G internet connection to receive a text. If recipients are data capped or out of a high signal strength area, there is no problem as SMS will still get through where internet protocols will not.

SMS is built into and is available on every mobile platform out there. It is not confined to a limited audience like Apple or Android users. It can be delivered to any mobile phone anywhere and anytime.

2. NO APP NEEDED! - Increase message penetration

Every time you ask a user to do something in order to interact with a campaign, a percentage of the audience is lost. A popular example is when companies ask users to search for, download and install apps to perform certain actions from within the app. By the time the core message is imparted, the user is more than likely lost due to time, confusion and sometimes frustration.

Receiveing an SMS requires no effort. It doesn't need an internet connection. It is reliably delivered and read. Due to SMS being short in nature, you are forced to deliver precise messaging, which your customers will appreciate you for.

3. NEAR 100% READ RATE - Cut through social and free message noise

There are a lot of free messaging apps coming onto the market. In theory the apps are supposed to solve the problem of the expense from SMS. However, they often create more noise and distraction in the long run and end up being social inboxes. Eventually, these noises add up and users begin to tune out.

SMS cuts through this barrage of social and messaging noise due to its simplicity in nature. If somebody sends you an SMS text message you know they have paid for it and require your attention. This fundamental expectation leads to SMS having a near 100% read rate. 

4. SMS IS INTERACTIVE - A short message that delivers a lot

Don't think of the SMS message as the end, think of it as the beginning. It is the most successful and responsive communication method for a reason. It is the call to action, the connection of an idea to the rich media experience that today's mobile devices can deliver.

Mobile web links can be inserted into messages that can link to mobile optimised landing pages for rich marketing experiences like forms, video and visually rich information. 

SMS is 2 way! Replies to messages can be forwarded to email and web applications for automated responses or pretty much any application your imagination can think of.