Text messaging has replaced the phone call as the preferred method of communication. In fact, in 2012, wireless carriers are likely to handle more text messages than mobile phone call minutes.

Convenience store chain Kangaroo Express is enhancing its loyalty program with QR codes and SMS to make it easier for customers to access content and special offers.

Church’s Chicken is giving consumers a way to use their mobile phones this holiday season to receive a coupon and enter to win a trip to see a movie premiere.

Retailers should be incorporating SMS into the their mobile commerce sites this holiday season to let consumers share, sign up for mobile loyalty programs and to remind users of abandoned shopping carts, according to industry experts.

The global SMS market is expected to grow from $150 billion in 2009 to $233 billion by the end of 2014, per Portio Research. But it is also key to note that SMS is growing far beyond the simple text message.

With more than 2 million consumers enrolled in its Prescription Ready by Text program and over 25 percent of online prescription refills coming via its mobile app, Walgreens has hit the nail on the head with its use of mobile.

While many time-honored marketing principles apply to SMS, we must appreciate this unique channel in the context of human behavior. These basic practices lay a solid foundation.

All too often businesses are hastily adding text messaging to the marketing mix without taking appropriate consideration of all the factors that can make or break the effort.

AT&T has beaten its competitors to the punch by becoming the first wireless carrier in the United States to offer a large-scale, location-based mobile marketing program to consumers and advertisers.

NEW YORK – SMS can work with every form of traditional media there is and make it interactive, actionable and trackable, according to a panel at Mobile Marketing Day.