Best Practices in mobile marketing for small businesses: when is texting a good idea?

Text messaging is one of the most effective communication tools available to businesses today. And yet, good judgment should be exercised when using texting as a marketing tool.  Bottom Line: does your customer want to hear from you in such a personal way? Recently, I received a text message from a plumber.  The plumber was known for his expensive advertising campaigns. I used this plumber just once and he ripped me off.  The last thing I wanted was to get a message from him on my cell.  I had given this plumber my cell number so he could call me when he was on the way to my home to repair my leaky toilet. Now he had harvested that number and was using it for a purpose that I had not authorized.  This plumber did not have my permission to text me with a marketing message. He was spamming me.  Let’s face it, who wants to hear from a plumber unless you’re under duress and really need one? In this case the plumber had my mobile number but never asked me if he could just add it to his mobile community.  The only way his text messaging to me could be effective is if I genuinely wanted to hear from him.  I feel that my mobile number is very personal.  Just using it without my permission is a violation of trust.  There are a lot of plumbers out there and I will be sure not to use this one again. — KK

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