Matt Silk

Heather Fletcher is senior content editor with Target Marketing.

SMS remains a powerful real-time engagement channel. Too simple in today's advanced mobile marketing arena? No way. Text messages are read and acted upon, fast. While a typical email can sit for days, 90 percent of texts are read within three minutes—now that is unmatched immediacy. In addition, 98 percent of messages are opened. Can you say the same thing about your most recent email campaign? I can't. Better yet, SMS messages can reach any mobile device so your efforts aren't limited to smart phones.

Many Broadway musical lovers were already enchanted with Chad Danforth, the character from the Disney Channel movie series "High School Musical." So when the image of the actor, Corbin Bleu, smiled out at passersby from a Times Square billboard touting his new role in the Broadway musical "In the Heights," so many mobile users accepted the sign's invitation to text "Heights" to 21534 for a video message from the star that the campaign saw a 24-to-1 return on investment.

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