Unveiling managers' perceptions of the critical success factors for SMS based campaigns. (16th March 2007)

• Record Type: Journal Article
• Authors: Scornavacca, Eusebio; McKenzie, Jonathon
• Is Part Of: International journal of mobile communications. Volume 5:Number 4(2007)
• Page Start: 445
• Page End: 456
• Publication Date: 2007-03-16
• Subjects: critical success factors -- mobile business -- mobile marketing -- short messaging service -- m-business -- m-marketing -- SMS -- mobile communications -- New Zealand -- content -- permission -- acceptance -- interactivity -- entertainment -- multi-channel approach; Mobile communication systems -- Periodicals; Wireless communication systems -- Periodicals; 384.53
• Languages: English
• ISSNs: 1470-949X

Abstract

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.