Business continues to pursue an efficient sales model, which makes SMS Broadcaster the focus. A generation of marketing experts have been unshackled from the need to reach large audiences. They can tailor information to more selective audiences and make their content all the more compelling. This attitudinal shift has had a positive impact on SMS marketing. According to Mogreet, 88% of emails go unopened, compared to just 2% of SMS texts. Users are also more likely to engage with texts: the average person reportedly looks at their phone 150 times a day, while over half the population check their emails less than five times a day. SMS marketing stacks up just as well against Facebook which, as of 2012, stopped showing business fan of owner pages to 85% of their fans unless money changed hands. That change in policy meant even fans who had opted in to receiving information about a business via the 'like' button no longer saw messages on their newsfeed. Not everyone has cottoned on to this important shift.

So what is it about texting that works so well for narrowcasting campaigns? Most people are compulsive about opening texts, partly because marketing companies were so slow on the uptake to use the medium that it still carries a more personal connotation. SMS messages look the same whether they sre from a friend or a business. As industries have cottoned on to using SMS marketing, they have been careful to ensure opt-in policies that appeal to consumers. This approach has left online-only marketing campaigns in the dust.

A professional, consistent SMS campaign that targets niche audiences – and niche audiences only – is proving to be the most effective method in the history of narrowcasting since the man known affectionately as Lick first coined the term.