SMS marketing is a strategy used by marketing teams that allows companies to reach vast numbers of people by their mobile device. Businesses can use this software to closely control a variety of marketing campaigns including ads and push notifications. The software typically allows for analysis of each campaign by tracking success rate of lead conversion and lead sourcing. Different products that offer SMS marketing will vary in their breadth of features offered and may be paired with marketing automation and email marketing software. Marketing teams can use this software to collect a mobile user's data, including web history and location. This data proves to be useful in creating a more targeted marketing campaign.