More campaigns that span print, direct mail, digital signage and broadcast will use SMS to enable calls-to-action, e-coupons and metrics such as the number of people who view an advertisement.

Frederico Pisani Massamormile, Interim CEO of Mobile Marketing Association outlining top 5 mobile trends of 2010:

1. Mobile is multichannel: mobile is most cost-effective method to reach mass market; supports engagement long after exposure to traditional media; brands recognize that mobile is a powerful way to maintain a relationship with customers.
2. Richer analytics: provides more actionable insight to consumer interaction
3. Smartphones create new opportunities: great for multichannel, but downside is that app development is costly and most apps have meager long-term traction.
4. SMS’ value skyrockets: works on any mobile device or network; faster and farther-reaching
5. Industry self-regulation grows: always aware of consumers’ best interest

Read his full article, Hot on SMS, cold on Apps: MMA’s view of 2010

(via thumbprintsnow)