Coca Cola knows the power of SMS. At the “Getting Your Mobile Campaign Off The Ground: Building Internal Approach” panel, executives discussed the role SMS plays in their business model. “For us to not be using SMS would be silly,” said Tara Scarlett, senior manager of CRM, precision and mobile marketing at The Coca-Cola Co., Atlanta. “The opportunity from our perspective is that everyone can download an app or mobile site, but the reality is we’re not there yet,” she said. “You have to make sure you know who your audience is and having the right tactic out there to apply that to your audience. We want to make sure that we are able to be where our consumers are and that they want to engage when they want to engage with us.