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.
- Critical success factor
- Mobile business
- Mobile marketing
ASJC Scopus subject areas
- Computer Science Applications
- Computer Networks and Communications
- Electrical and Electronic Engineering