Perceived critical success factors of sms based campaigns: A managerial perspective

Eusebio Scornavacca, Jonathon McKenzie

Research output: Contribution to conferencePaperpeer-review

5 Scopus citations

Abstract

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.

Original languageEnglish (US)
StatePublished - 2006
Externally publishedYes
Event14th European Conference on Information Systems, ECIS 2006 - Goteborg, Sweden
Duration: Jun 12 2006Jun 14 2006

Conference

Conference14th European Conference on Information Systems, ECIS 2006
Country/TerritorySweden
CityGoteborg
Period6/12/066/14/06

Keywords

  • Critical success factor
  • Mobile business
  • Mobile marketing
  • Short-message-service (SMS)

ASJC Scopus subject areas

  • Information Systems

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