With benefits like immediacy: messages are delivered to phones within seconds of being sent; direct to individuals, forcing them to engage; and, high open rate, with 82% of recipients opening immediately, why should Short Message Service be rejected?

The role of the smartphone in retail deserves a much closer look. The Paper came from the realization that digital transforms marketing away from being a one-way "push" of messaging to consumers to travel down the funnel towards purchase.

Social media has become crucial to every marketer's arsenal, with billions of people connected and a steady release of new features, social platforms provide a full-funnel solution for brands,