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Case Study Analysis onSMS Advertising: A New Media
Mix Tool
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SMS- Popular service among cell phone users
Lower Costs
Convenience
Faster Communication
Immediate update of delivery
Form of documentation
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SMS is it a FAD?
SMS as a service Mobile a substitute to Landline phone Lack of awareness of SMS services Trust issuesSMS as a marketing tool Clear message delivery issues Lesser number of phonesSpecific target audience only
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SMS Advertising - PROS
• Broad usage and availability of technology
• Direct and personal interface with the customer
• Frequent usage of Mobile technology and receptive
customers
• Lower cost than the conventional marketing channels like
Television, Radio etc..
• Bulk messages..
• Messages can be recorded and revisited..
• Target segment can be set
• Lesser time of reach to a larger segment
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SMS Advertising - CONS
Less Expected percentage of final
conversion
Considered as privacy invasion by
some of them..
Difficult to describe the product or
service in a short message format
High cost when compared to e-mail
or search marketing…
Illiterates cannot be targeted with
this technology…
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SMS Vs Conventional Media
• Low cost advertising
• A definite target segment
• Easier and better reach
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Customer engagement in all the stages of
the Product Life Cycle
• Before Product Launch – Details
• Post Launch – Availability
• After Purchase – Acknowledgement
• All stages – Offers
• Sweepstakes
Updating about the Company in all aspects
SMS Advertising Usage
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Skepticism of Indian Advertisers
Perception of mobile as a Premium product
Poor awareness about the features of the mobile
Poor Network coverage in most areas
Internet boom
Very few service providers
Conservative to respond
Expensive affair
Lingual Barrier
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SMS advertising in India
Strategies to be followed in IndiaLingual and regional based targetingAttractive offers and gift vouchersLimited Period offersSeasonal and festive mode advertisingSuggested MethodsTie up with service providerSpecific targeting from Local databaseCreating awareness about SMS services using
other mass media
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Mobile Users Post 2002
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THANK YOU