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This is great as an up-selling tool especially if the numbers are gathered from a whitelist of subscribed individuals where you already have a previous relationship. In the United States there is also something called a DNC (Do not Call) list where it is illegal to send spam numbers if the number is in that list. plus in the US the phone numbers for mobile and landlines are the same format, so there is no way of knowing if you are sending to landline or mobile number.
Since campaigns such are these are sent from services paid in blocks of 100 or 1000 doing SMS campaigns are best run off subscribed leads.
SMS blasts can be very beneficial if used in specific scenarios. One scenario can be leveraging the ZMOT "Zero Moment of Truth" where a user is at the end of the purchasing funnel and ready to buy now. Another way to leverage SMS is by geofencing and geo-targeting devices based on their close proximity of the physical brand location. The Marriot Hotels brand is currently running an SMS campaign that is geo-targeting devices close to their hotels and offering discounted prices to potential guests in the area.
No Visuals means low impact, spend your money elsewhere
It is widely spread and successful
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