Thanks to regulatory quirks text messaging is still a relatively uncluttered and spam-free marketing channel. In order for business to participate in this marketing channel, few basic rules must be followed:

1. Don’t even think about doing it the illegal way.

2. You basically have three (legitimate) options.

o The simplest and cheapest option is to hire the text-messaging equivalent of the old Valpak mailings.

o Create a custom approach specialized in by Distributive Networks. This involves registering for your own proprietary “short code,” the technical name for the five- or six-digit phone number that dialers use to access a text marketing campaign.

o Start with an off-the-shelf platform offered by companies like Mobile Commons or HipCricket that lets you share a short code.

3. Text marketing can be supported by traditional marketing.

4. It is better to give than to receive.

5. Don’t waste your time with one-offs.

6. Show restraint (and don’t get too cute).

As you are planning your marketing budget for next year, why not look into this channel, who knows this might be the most effective marketing tool you discover.