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FEATURE: Do text messages have a place in B2B marketing?

SMS is still one of the most popular ways to communicate. But is it a viable channel for B2B marketers? Do text messages have a place in B2B marketing?

Given around half the UK population owns a smartphone, and the proportion of business buyers who own one is likely to be far higher, it seems astonishing that any B2B marketer would continue to bother with SMS marketing. After all, why limit yourself to limited characters of bald text when you could engage the recipient with a graphically rich email, or use an instant messaging platform to build a dialogue, or bring the audience into your own world with an app?