Good article from Mobile Marketer about the important role text messaging plays in mobile marketing:

SMS is dominant mobile marketing vehicle: Epsilon exec

A few highlights:

• “SMS will remain the dominant marketing channel in mobile even as more advanced technologies crowd the space”
• “Mobile can be easily integrated into email, print and Web site campaigns by using a mobile messaging campaign to connect all of these mediums to single or multiple promotions.”
• “… there are numerous ways to use the SMS platform to engage and excite customers. Some examples include alerts and reminder programs, loyalty programs for special giveaways and coupons, direct text to screen used at large events to drive audience participation, and location-based messaging.”