SMS marketing includes all marketing activities that are carried out by sending short messages (SMS) to existing or potential customers.
The advantage of SMS marketing is the targeted addressing of customers and thus a high probability that the message will be read. The disadvantage is the difficulty in obtaining current mobile phone numbers of customers who actually agree to receive the short message service
andthus meet the requirements for permission marketing
. Sending short message services without consent is illegal in most countries and is perceived by customers as annoying.
Compared to email marketing, SMS marketing is also significantly more costly.