Monday: Learn Where, How, When, and Why to Use SMS

It's Monday and that means it's time to begin focusing on where, when, how, and why to implement short message service (SMS), the mobile channel with the broadest reach. As we discussed in the last chapter, it's vital to first have a strategic framework so you'll know where SMS fits within your overall marketing plan. We'll share our own expertise, as well as what we learned by talking with the following experts:

  • Greg Sterling, founding principal of Sterling Market Intelligence and contributing editor for the online publication Search Engine Land (
  • Jeff Hasen, chief marketing officer (CMO) of Hipcricket
  • Tom Daly, global group director, mobile and search, connections ...

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