Mobile Common short codes (CSCs) are moving into the world of big-time marketing with increasing speed. The codes, which provide carriers with a short series of numbers that allow wireless customers to send text messages, are becoming valuable marketing tools for big consumer brands, says Mark Smith, vice president of Neustar’s mobile marketing group.
"Short-code use in the U.S. has clearly reached a tipping point," says Smith. "It’s become a viable way of reaching consumers," instead of just a marketing curiosity. From reality TV to major newspapers, CSCs are now a common marketing tool, he says, which is remarkable since the codes have only been in widespread use in the United States for a little over three years.