An Investigation and Conceptual Model of SMS Marketing
HICSS '04 Proceedings of the Proceedings of the 37th Annual Hawaii International Conference on System Sciences (HICSS'04) - Track 1 - Volume 1
Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents
HICSS '05 Proceedings of the Proceedings of the 38th Annual Hawaii International Conference on System Sciences (HICSS'05) - Track 1 - Volume 01
Mobile Marketing: Killer Application or New Hype?
ICMB '05 Proceedings of the International Conference on Mobile Business
Consumers Perceptions and Attitudes towards SMS Mobile Marketing in New Zealand
ICMB '05 Proceedings of the International Conference on Mobile Business
International Journal of Mobile Communications
The effectiveness of targeted mobile advertising in selling mobile services: an empirical study
International Journal of Mobile Communications
Advertising via wireless networks
International Journal of Mobile Communications
Factors influencing consumers' willingness to accept mobile advertising: a conceptual model
International Journal of Mobile Communications
Mobile marketing: the role of permission and acceptance
International Journal of Mobile Communications
The critical role of consumer behaviour research in mobile commerce
International Journal of Mobile Communications
Understanding the key success factors of RFID use in Supply Chain Management: a Delphi study
International Journal of Mobile Communications
Review: Mobile marketing research: The-state-of-the-art
International Journal of Information Management: The Journal for Information Professionals
Mobile Technologies in the New Zealand Real-Estate Industry
International Journal of Advanced Pervasive and Ubiquitous Computing
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The deployment of SMS based marketing campaigns has been noted as a very successful means of reaching consumers. The available literature on mobile marketing has a strong emphasis on consumers. However, there is little knowledge regarding the experiences obtained by companies that have deployed SMS as a marketing tool. This paper explores the critical success factors of SMS based campaigns from a managerial perspective. Four case studies were conducted with organisations based in New Zealand. The findings indicate that content, permission, acceptance, interactivity, entertainment, as well as a multi-channel approach are critical to insure the success of SMS based campaigns. The paper concludes with recommendations for future practice and research.