As the explosion in mobile usage continues, new regulations force us to ask the question: Are SMS Campaigns a Double-Edged Sword?

On one sharp edge is the fact that mobile marketing is growing at a mind-boggling rate. According to analyst group Forrester research, with more than one billion smartphones in consumers’ pockets in 2013, mobile marketing is driving a second Internet revolution. It’s also a fact that Millennials, our growing consumer base, pay more attention to text messages than to direct mail or email messages. The pressure for marketers to reach out to consumers with SMS campaigns is compelling. On the other edge, however, are the new FCC rules, which are making compliance with TCPA (Telephone Consumer Protection Act) more cumbersome and the penalties for non-compliance even more staggering.