SMS marketing is an area that hasn’t seen a lot of movement, especially in the US. But a new program called Live Buy It will be an experiment worth watching. The New York Times reported yesterday how Lucky magazine will begin offering readers in September a way to buy from eighteen marketers. If it sounds a lot like PayPal’s Text2Buy, it there’s a reason. The service is powered by PayPal.

Expect to see other media companies adding similar programs as a value added service for their advertisers, allowing a marketer to create a campaign that can be tracked in terms of sales, rather than impressions. Publishers, especially online publishers have begun to look for ways to keep advertisers more loyal. They may not have seen the connection between cell phones and their product at first, but they will. With SMS, the possibilities are endless. TextMarketer in the UK, has a feature where someone can conduct a reverse auction via SMS!