A conceptual model to establish how SMS marketing can be effective was created by Dickinger and Haghirian (2004) after analysing the survey conducted by Barwise and Strong (2002). They broke down the model into message success factors and media success factors; both had to be controlled and carried out effectively in order for SMS marketing to be effective. The success of an SMS marketing campaign was measured by three areas: 1Whether or not the SMS had attracted consumer attention
2.The behaviour of the consumer upon viewing the SMS
3.The cost of the SMS campaign measured against the campaign’s potential gain Message Success Factors
After analysing the survey, the participants broke down the message types into various headings. 28% of good advertisements were short/straight to the point, 26% were funny or entertaining, 20% were relevant to the target group, 13% were eye-catching and 12% were informative about prizes and promotions. In order to be successful, Barwise and Strong (2002) defined SMS messages to “contain an attractive underlying idea, be concise, use language understood by the target group and use the available 160 characters effectively.” Time of Transmission
Geser (2002) believed that SMS messages are less intrusive than phone calls as recipients can read the message in their own time and choose whether to respond. Organisations must consider the time and frequency to send messages based on the target...