Perceived critical success factors of SMS based campaigns: a managerial perspective

The popularization of mobile data services such as SMS (shortmessagingservice) 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.