With SMS marketing getting popular, research in the area is needed to aid the industry to gain valuable insights. Customer perceptions on various aspects relating to SMS constitute the subject matter of this study. Customer's receptivity to SMS, willingness to participate, the most suitable media vehicle to launch SMS campaigns, the benefits which a customer may seek through these messages, the specific product category for which SMS marketing is suitable, are a few factors identified for the study.
The advancement of the communication technology has opened up a new vista for the marketers through SMS. With around 33 million subscribers in India, mobile marketing is rapidly catching on. Nationwide reach, spontaneous response, convenience and significant cost benefits are a few of the advantages of SMS marketing.
An SMS message is automatically stored and affords the convenience of reading at leisure. Unlike e-mail, SMS is relatively spam free. In the case of mass media like TV or print, it is difficult to cut across the clutter and gain attention. As a result, marketing departments all over are using SMS, which enables them to send customized messages.
SMS marketing is gaining popularity among FMCG companies, television channels and small enterprises. TV channels like Aaj Tak and NDTV had used SMS in the past to obtain feedback about their programs, to run contests and to send questions to elicit responses from star guests who gave their expert views and advice (co-creation of value). Companies also use SMS to greet customers, send New Year messages, etc. Launching of new products, eliciting participations in contests, and sales promotion sweepstakes are other purposes for which SMS is widely used. |
