The emergence of social media has created a divide. There is now a growing population of businesses that don't truly understand social media. In an effort to market digitally, these businesses are turning to SMS or text message marketing. It is much more comfortable to an old-school marketer, however, there is a problem with sms marketing.

When compared to social media, sms marketing has a very limited range of use. It works in the now - at the moment users opt-in. But soon after, it becomes traditional, interruption-based marketing. More so, these interruptions intrude into a very personal domain…the cell phone. For many people, the cell is the first line of defense against interruption based ads. By violating this inner sanctum, your business' messages are being met with frustration and the regret associated with granting you permission to market. These are not favorable terms for your business. 

If you wish to use SMS marketing in your marketing mix, be careful. You want to build fans, not ill-will. For lasting, meaningful relationships with you prospects, social media is a much more effective tool.