Hi Sam,
The short answer is yes, you can fully integrate text messaging into you communication strategy.
We started texting in May, and we too had to learn "how" to do it within industry guidelines. There's is a lot to know, but the single most important thing in my book is that text messaging requires affirmative opt-in. Having a cell number does not mean you can text to it, unless you have explicit permission to do so. You must also have a mechanism(s) for participants to opt-out. This means you'll need some form of subscription center for visitors to manage their preference. Here's an example of our subscription center, which I've been meaning to post in "See It". Manage Index Institute Subscription
The best resource I've found for guidelines is The Mobile Marketing Association. You should be able to find virtually everything you need to know here. http://www.mmaglobal.com/bestpractice
For the texting solution we went with Dialogue, which fully integrates with Eloqua. SMS For Eloqua | Enhance Your Marketing Automation With Text Messaging
