SMS MARKETING - by Nakul Mehra

Introduction to SMSShort Message Service A text message service that enables short messages of generally no more than 140-160 characters in length to be sent and transmitted from a cellphone.
SMS was introduced in the GSM system and later supported by all other digital-based mobile communications systems. Unlike paging, but similar to e-mail, short messages are stored and forwarded at SMS centers, which mean you, can retrieve your messages later if you are not immediately available to receive them. If the phone is powered off or out of range, messages are stored in the network and are delivered at the next opportunity.
SMS Marketing : Wireless Revolution in MarketingSMS is an extremely cost-effective, high-response-rate vehicle, which can help to acquire and retain consumers, sell and promote products, drive loyalty, and reinforce branding efforts. Have you tried SMS marketing to promote your business?
Abstract Communication plays a vital role in Marketing. Till today we have seen newspapers, magazines, television, radio, hording, road shows and Internet as major marketing communication tools. In addition telecommunication has given new gift to us. M - Mobile.
Go through some facts:According to one estimate, in 2005 text - based services formed a Rs 100 crore industry, approximately 30 per cent of the value-added services market. Over the next five years, it estimated that text-based services would grow at a compound annual growth rate of 47 per cent to reach Rs 720 crore in 2010.
Mobile marketing is highly personalised, interactive and has an immediate impact.
Attractive features of SMS (mobile) marketing instant, direct and fast.
2- Way communication.
Effective as it is targeted to particular age, gender or profession.
cost effective.
It can be easily promoted through cross-media like radio, TV or print.
As customer forward messages in a group it opens opportunities of Viral Marketing.
SMS is fun loving tool. It is catching up record breaking usage.
ICM telephone survey
94% of messages are ‘read’, which helps explain the high levels of response and brand impact. For the best performing campaigns, the study reveals outstanding results as follows: 46% response (of any type), 27% Reply to a message, 19% visit a web site, 15% Visit a store. The average campaign delivers 15% response (of any type), which is more than twice the average other industry reports have given for direct mail (sources: Gartner, DMIS) Where is it so effective?“Mobile marketing is suited best to drive sales of consumer packaged goods, restaurant menu items and high-street retail commodities — sectors that have advertised very little online to date.” - Jupiter Research analyst Dylan Brooks
Case StudyMc Donald tried SMS marketing by project ‘e-street’. The project signed up 2,500 mobile phone-users in the town of Lulea, Sweden. to receive SMS messages of special offers from 150 local organizations. After the volunteers were sent an SMS for a McDonalds burger offer, 25 per cent of the targeted users took up the offer.
Conclusion Every invention comes with both positive and negative features. It depends on users. It is up to marketers how best and safely they can use it. Being limited up to somewhere 160 characters; SMS depends on other cross media also. Still it is most useful in instant messaging / advertising to targeted audience

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