Title: Unveiling managers' perceptions of the critical success factors for SMS based campaigns

Authors: Eusebio Scornavacca, Jonathon McKenzie

Addresses: School of Information Management, Victoria University of Wellington, PO Box 600, Wellington, New Zealand. ' Run the Red – Mobile Enablers, PO Box 11-703, Wellington, New Zealand

Abstract: 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.

Keywords: critical success factors; mobile business; mobile marketing; short messaging service; m-business; m-marketing; SMS; mobile communications; New Zealand; content; permission; acceptance; interactivity; entertainment; multi-channel approach.

DOI: 10.1504/IJMC.2007.012790

International Journal of Mobile Communications, 2007 Vol.5 No.4, pp.445 - 456

Published online: 15 Mar 2007 *

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