SMS marketing has long remained under the radar. But several tailwinds will make sending text messages to customers a common practice in 2021.

The average US adult spent 25 additional minutes per day on mobile apps in 2020 than the year prior, according to eMarketer. And we expect these gains across most mobile activities will become permanent this year. In fact, we anticipate US adults will add 6 minutes to their average time spent with apps. As data suggests, it is clear that marketers need to revisit their mobile strategy for the year ahead. Curated by eMarketer, this collection of articles, insights, and interviews will help you understand the mobile landscape today across key areas such as in-app advertising, video, SMS, gaming, and more.

The pandemic has brought an influx of new users for subscription OTT, live videos, and video games in 2020, but other activities such as social networking, mobile messaging, and digital video haven’t seen the same bump.

And how an SMS message led to roughly $15,000 in sales in 15 minutes

We spoke with Zak Normandin, founder and CEO of Iris Nova, about how his company has leveraged SMS to better serve its customer base.

Marketers and service professionals are using SMS messages in many ways.

eMarketer principal analysts at Insider Intelligence Mark Dolliver and Jeremy Goldman discuss SMS marketing, calculating the ROI of customer experience, why Gen Z doesn't matter that much and boomers matter more, and what to know about parents in 2021.

[These interactions take place] in our web and mobile applications, but also through other communication channels, whether that’s email, SMS, our member services contact center, or the self-assistance programs we have in place. Every one of those touchpoints is part of the customer experience and journey.