The popularization of mobile data services such as SMS (short- messaging- service) has prompted the development of mobile marketing. The deployment of SMS based marketing campaigns has been noted as a very successful mean of reaching consumers. The available literature on mobile marketing has a strong emphasis on consumer perceptions towards SMS based campaigns. However, there is a clear lack of knowledge regarding the experiences obtained by companies that deploy SMS based campaigns 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 organizations 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.
Scornavacca, Eusebio and McKenzie, Jonathon, "Perceived critical success factors of SMS based campaigns: a managerial perspective" (2006). ECIS 2006 Proceedings. 79.