ABSTRACT
Mobile messaging is a key component of mobile marketing. In the words of the Mobile Marketing Association, mobile marketing is the promotion of goods and services by means of "advertising, apps, messaging, mCommerce and customer relationship management on all mobile devices including smart phones and tablets. Research shows that teenagers and young adults are the most receptive audiences for sales-related text messages, but the practice is rapidly spreading to older publics. Mobile messages are increasingly important in strategic communication: Tablets and smartphones outsell laptop computers; usage of popular messaging apps exceeds usage of popular social media networks; and texts are four times more likely to be opened than emails. Message formats and designs—as well as payment plans—are affected by the texting service provider that an organization selects. Under the US Telephone Consumer Protection Act of 2013, the recipient must have requested such messages by responding to an initial text or email or through the organization's website.
