The cell phone is becoming a way to reach consumers with marketing messages.  In this article in Destination CRM, Scott Springer of Smart Reply, speaks about the potential:

"In the U.S. 67 percent of the population subscribes to a mobile phone service, with an estimated 36 percent of the subscribers using some kind of mobile data application, as reported by Yankee Group. Of those users, 72 percent use SMS text messaging. The time is right for retailers to embrace the technology of text messaging.

Mobile marketing provides retailers the opportunity to reach customers with a reminder or incentive anytime, anywhere. More often than not, it is outside of the home, which allows for the opportunity to impact customers while they are out making shopping decisions or in transit.

Text messaging is a very targeted, private medium. Because a cell phone number is a unique identification number associated with an individual person, marketers must be respectful of the privacy and preferences of users. In essence, when a person gives someone her cell phone number she is providing an opportunity to be contacted on a device that is carried in a purse or pocket, which makes for a very direct, personal communication channel."

I can see the potential to use the cell phone as a way to reach small business owners, as well.  We small business owners seem to be glued to our cell phones. 

In the U.S., however, one thing needs to happen first:  the use of text messaging needs to become more frequent.  Europe uses short messaging service (SMS) more so than we do here in the U.S.  I'd also say that what usage there is here in the States is heavily skewed toward teenagers and twenty-somethings (the "two thumbs" generations).  Among older generations such as Baby Boomers the use of text messaging can seem an exotic and unusual thing.

(Author: Anita Campbell)