Unveiling managers' perceptions of the critical success factors for SMS based campaigns

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.