Mobile Marketer has reported on discussion at the recent CTIA Wireless 2011 conference on mobile marketing strategy. The main topic for discussion was multi-channel approaches, with the importance of a strong call to action across a variety of mediums stressed. Importantly panellists noted the relevance of SMS marketing to multi channel mobile strategies. Text message marketing was cited as a great way to ensure wide reach and ease of interaction, with the versatility to tie in with richer media experiences like apps and the mobile web.