SMS Advertising :: Business, Marketing

In recent few years, SMS has a remarkable increasing involvement in market practice, it has been used with other traditional media, such as print advertising, television commercial or other broadcasting, to strengthen the efficiency of the campaign (Zhang and Mao, 2008). It was claimed that SMS itself enables to spread egress the campaigns reach and effectiveness because of ability of interactive to spend a penny viral effect. Wohlfahrt (2002) explained that when receivers receive message, they then forward to further other pot in their contact list, and it has been proven by Kroeber-Riel and Weinberg (2003) that those messages delivered by familiar senders were seen in more trustworthy than those sent from advertisers directly.In marketers perspective, messaging help increasing the rate of interaction from the receivers, because advertising with financial offers or promotion, entrust be sent to the consumers when they atomic number 18 actually shopping (Zoller et al, 2001). Plus, SMS itself throw overboard the sender and receive interact immediately, so that busy advertising will yield a direct and rapid reception from the consumers (Boonmark, 2006). Moreover, mobile phones are ubiquity and convenience because they are very personal, and always kept indoors 1 meter of users body during the day condemnation (Sirivastava 2004 and Haghirian et al., 2008). Therefore, SMS advertising al baseborn marketer to reach consumers virtually any while and anywhere via their mobile devices (Boonmark, 2006). It helps marketer become closer to the consumer as mobile phone is communication which is a part of consumers daily lives (Forrester report, 2001). So that, information sent to mobile devices as well as tends to capture high concern from receivers because information is read completely and immediately after receipt. (Barwise and Strong 2002). SMS is also low cost medium compared to other type of direct merchandising (e.g. telephone marketing, email market ing, direct mail) (Dickinder et al., 2004). SMS can capture tens of thousands consumer with a low budget compared (Leppanieni and Karjaluoto, 2005)There is variety of way which SMS has been used as a medium. Because SMS provide diversity of response capabilities such as message ground responses, call based response, and mobile web landing page response (See Appendix D, MMA, 2009b), SMS is exercised to request for phones users engagement (Dickinder et al., 2004). To illustrate, SMS will be sent with the hyperlink allowing phone users to click to make a call (or click) to buy, to download, to vote, to passage of arms or to win a prize. Boonmarks studies (2006) found that messages were sent out with different kind of appeal, such as rewards, loves, and emotional appeal.