How to Use SMS Marketing for Serious Growth

The Who What When Where Why (and) HowA Waterfall Quick6 eBook

6 essential points to know - now and going forward - about integrating SMS into a

mobile marketing CRM strategy.

SMSMarketing

Know Your Mobile: SMS Marketing Overview

The King Of Messaging: SMS Marketing Stats

Cracking The Code: The Short Code Ecosystem Explained

Where To Start: Differentiating Factors For Successful SMS Marketing

Results Oriented: SMS Marketing Case Studies

Do Your BeSMSt: Best Practices For SMS Marketing

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A Waterfall Quick6 eBookSMS 123456

1Know Your Mobile: SMS Marketing Overview

SMS 123456

In today’s world, SMS (short message service) needs no introduction. “Text messages,” “messaging,” “texting,” (even “sexting”) are synonymous with modern communication. As society has become more and more mobile, the ability to send an instantaneous, interactive and cross-carrier message is now an essential aspect of consumers’ everyday lives.

From a technology perspective, the first innovation for SMS doubles as its first word: “Short.” In 1984, the “fathers” of SMS, Friedhelm Hillebrand and Bernard Ghillebaert, realized that though the GSM (Global System for Mobile Communications) was optimized for making phone calls, times existed when telephony signaling paths remained unused.

They realized that as long as message length remained at or below 128 bytes, the existing signaling formats would allow for the exchange of mobile-to-mobile text messages at minimal cost. This 128 byte limit later improved to 140 bytes, which today’s texters can pump out in a heartbeat: a max of 160, seven-bit characters.

That said, the most important innovation for SMS did not occur until 1999. It was then that the carriers decided to allow messages to pass between rival carrier networks. Combining low cost messaging with cross-carrier connectivity led to what one might expect: explosive growth.

With SMS’s explosive growth, just like email before it (and direct mail before that), direct marketers are seizing an

opportunity. Using SMS, brands can engage consumers with practically an infinite type of text media – from polls to coupons, alerts, games, contests and sweepstakes. SMS also provides a vast set of benefits (that apply for all industries), including low cost messaging, high ROI, instant feedback and a vast set of trackable analytics.

Capturing these benefits, however, comes down to one thing (just like anything in marketing): execution.

This eBook explains this execution in detail and how marketers can build a road map leading toward success.

Neil Papworth - then a 22-year old engineer -

sent the first SMS on December 3, 1992.

The text? “MERRY CHRISTMAS.”

The lucky recipients? Neil’s colleagues at Vodafone.

did you know?

A Waterfall Quick6 eBook

2The King Of Messaging: SMS Market Stats The size and scope of SMS marketing is dictated by the

massive appeal of SMS to U.S. consumers. The below industry statistics demonstrate how SMS earned its place as the the

country’s most widely used mobile application.

For starters, consider the annual volume of SMS messages sent by U.S. consumers since 19961:

Yes, it’s true. SMS’s ~2,000% growth from 2006 to 2011 vaulted annual volume right above that of cell phone minutes, to the tune of multiple trillions of messages sent per year. With 98% of SMS messages opened and people checking their phone on average 150 times per day, expect more of the same going forward. Per the chart below2, North America looks to continue its rise alongside Asia Pacific as the texting-est region in the world – despite having 12% the number of mobile subscribers. As the adage says, “Go where your customers are,” making SMS an essential communication channel for marketers’ arsenals.

EuropeAPACNALAAfrica0

1,500

3,000

4,500

6,000

2008 2009 2010 2011 2012 2013F 2014F 2015F1,021

1,8962,718 3,069 3,431 3,810 4,026 4,234

(Trillions)

SMS 1234556 The King Of Messaging: SMS Marketing Stats

0

625

1,250

1,875

2,500

1996 2001 2006 2011

0 1 114

2,300

44345

1,680

2,290

(Billions)

Annual MinutesAnnual Text Messages


The reason texting is so prominent in the U.S. culture starts with its aforementioned high open and time-to-open rates. Second, SMS is the only mobile channel offering cross-carrier and cross-device connectivity. Third, it’s easy to use and ubiquitous from a tech know-how perspective. Comparing mobile actions across age demographics3 reveals texting’s significant advantage over other mobile channels as a point of contact:

One final point about SMS. For marketers, SMS is the only mobile messaging channel that reaches both “smart” and “feature” phones. Applying an average linear/growth trend to recent stats4 shows smartphone penetration reaching 100% in one age group Q3 2013.

Millennials (14-26) Generation X (27-43) Boomers (44-62) Matures (63-75) Total (14-75)

Text Messaging 86% 80% 66% 28% 72%

Mobile Internet Access 55% 42% 37% 20% 42%

E-mail 49% 39% 37% 22% 39%

Mobile Search 45% 35% 20% 12% 30%

Downloads applications 37% 29% 20% 12% 27%

GPS 34% 27% 24% 8% 26%

Updating social networking pages 41% 25% 16% 6% 25%

Purchase Products 22% 16% 11% 8% 15%

0%

25%

50%

75%

100%

2010 Q3 2011 Q2 2012 Q1F 2012 Q4F 2013 Q3F

13-1718-2425-3435-4445-5455-6465+

SMS 1234556 The King Of Messaging: SMS Marketing Stats A Waterfall Quick6 eBook

3Cracking The Code: The Short Code Ecosystem ExplainedThe above stats demonstrate SMS’s importance for

connecting with consumers. The next step then is to grasp how to use SMS to effectively reach a broad audience. This

requires understanding one of the most important pieces of SMS marketing’s infrastructure: the short code.

To develop an understanding of short codes, a good starting point is seeing the six links that make upthe short code value chain:

e.g. Brands, Agencies

Content Provider ASP Short Code Aggregator Carrier End User

e.g. Waterfall e.g. 44144 e.g. mBlox, Sybase e.g. ATT, Verizon e.g. You, Me

Simply stated, short codes link content creators with end users via the ASP (application service provider)-aggregator-carrier network. Engagement occurs as result of content creators promoting SMS keyword + short code calls to action that end users can interact with via their mobile phone.

Given their location in the value chain, the next step in cracking shot codes is pouring over the Short Code Dossier:

key w o rd

SMS 123456 Cracking The Code: The Short Code Ecosystem Explained A Waterfall Quick6 eBook

Short Code Dossier

SMS 123456 Cracking The Code: The Short Code Ecosystem Explained

44144 Definition 5 or 6 digit number used in mobile marketing campaigns

Types Two types exist: shared and dedicated

CustomizationCan customize text on a shared code; can customize text, system-wide messages and Ts & Cs on a dedicated code

Technology Supports two-way messaging and session management

Key Benefits High speed message throughput and delivery authentication

Locale Short codes rules and regulations vary by country

Keywords Keywords uniquely distinguish campaigns on a given short code


With short codes’ value chain placement and makeup in mind, there is one more need-to-know piece of information: what it’s like to actually run campaigns on a short code. Below are the most common FAQ’s (you can always view more at the Waterfall Knowledge Base).

What the difference between a shared and dedicated short code?

Shared and dedicated short codes are a trade-off between resource investment and customization options. With a shared short code, brands can launch campaigns immediately without paying to provision or license a short code. A dedicated short code requires a monetary ($1,400/one time set up + $500 or 1,000/month lease fee as of 2012) and time investment (8-10 weeks until fully provisioned), but enables access to unlimited keywords and the ability to customize messaging, system-wide message flows, and the hosting location of the short code’s terms and conditions.

What’s the main reason that short codes exist?

Regulation. Due to the nature of SPAM negatively affecting email marketing, mobile marketing has adopted short codes to attempt to keep SMS SPAM-free. To get a short code, companies have to pay fees and go through rigorous provisioning and audit processes. These barriers to entry weed out non-legit players trying to use SMS for illegal marketing purposes.

How come I sometimes see marketing text messages from a non-short code sender?

Like the email marketing industry, there are a couple of workarounds that allow companies to sidestep the mobile marketing industry’s compliance rules (put in place by regulators like the carriers and CTIA). The two most notable are long codes and the email-to-sms gateway. Though cheaper, neither of these technologies supports high throughput messaging, guarantees message delivery and/or receives ongoing technical support from the carriers.

SMS 123456 Cracking The Code: The Short Code Ecosystem Explained

More Short Code Tips

Getting Info — Discover the owner of any short code by texting the keyword HELP to any given short code. This will display a terms and conditions message with contact information.

Opting Out — Opt out of any SMS messaging campaign by texting STOP to the short code. On the off chance messaging persists, file a complaint with the carriers.

Multitasking — During the 8-10 week short code provisioning process, feel free to use a shared short code to conduct test campaigns. Data is easily transferred once the dedicated code is live.

Payment — Do not pay more to lease a short code than the standard passthrough fees ($1,400 one time setup and $500/$1,000/month lease fee for random/vanity codes as of 2012).


http://support.msgme.com/home

http://support.msgme.com/home

4Where To Start: Differentiating Factors For Successful SMS Marketing

After short codes, the next step toward SMS marketing excellence is figuring out: (a) exactly what goes into an

effective SMS marketing campaign and (b) how to differentiate and compare various SMS marketing technology vendors.

A Content Creator has two Interface Options for executing SMS campaigns. Both offer access to an extensive array of SMS Campaign Types with an option to toggle subscriptions on or off. When on, marketers build a list of Mobile Subscribers for future marketing and sales communication. Triggers activate SMS campaigns to engage End Users, who will interact with and respond to relevant, enticing and compelling content.

*The next few pages examine each of these components to explain their respective functions and elucidate how to compare them across SMS marketing technology providers.

SMS 123456 Where To Start: Differentiating Factors For Successful SMS Marketing

When boiled down, describing an SMS marketing campaign equates to telling a story of how a message passes through six components on its journey from origination to destination. Here’s that story*:



Aside from content, one differentiator for a content creator is understanding SMS marketing’s pricing model. There are four pieces that go into pricing any SMS campaign: 1) software, 2) short code, 3) service and 4) messaging. When approaching vendors, make sure to inquire about each one. Hidden fees to look out for include: set up and mobile number lookup costs, charging for both mobile originated messages (MOs) and mobile terminated messages (MTs), and added fees on top of dedicated short code passthrough costs.

Content Creator

Content creators can be brands, marketing agencies or technology companies. Examples include:

SMS 123456 Where To Start: Differentiating Factors For Successful SMS Marketing A Waterfall Quick6 eBook


Key differentiating factors for the two interface options, SaaS platforms and APIs, are ease of use and depth of capabilities. For ease of use, ask vendors for trial accounts to test out software before having any purchasing discussions. All vendors should provide this option. For depth of capabilities, try to understand exactly what experience the vendor has powering campaigns across both interfaces. Effective inquiry topics include: platform support for SMS integration with other channels like social and voice, messaging bandwidth and in-session management. Make sure to ask about current short codes running on a vendor’s platform and when in doubt text STOP or HELP to short codes in order to get a feel for how the underlying technology handles requests in real time. SaaS Platforms allow for campaign setup

on the fly via an online user interface.

APIs connect directly to other software platforms or web properties and enhance them with SMS functionality.

Interface Options



When choosing a technology to run static SMS campaigns, seek out flexibility. The best platforms offer a host of message flow options that include additional benefits, e.g. a sweepstakes winner selection tool and feedback URL sync.

Dynamic campaigns make any imaginable SMS message flow possible. SMS vendors should be able to create any client vision, whether it be an external database price lookup or triggering a data pull from the web. Experience matters, so be sure to ask ahead of time.

SMS Campaign Types

Static campaigns return set/static content to each participant in the campaign. Examples include general alerts, sweepstakes and interactive polls and menus.

Dynamic campaigns deliver variable content to each campaign participant. Examples include coupon generators, dealer locators and variable-odds instant wins.



Mobile Subscribers

The best mobile subscription solutions will support both single and double opt-ins. Inferred subscriber data should automatically include at minimum carrier, 10-digit mobile number and sign-up time and date.

Above all, find out what options providers have for quickly building a sizable database from scratch. Tools for effective organic list growth, the industry’s only compliant practice, are invaluable for SMS marketers.

SMS 123456 Where To Start: Differentiating Factors For Successful SMS Marketing

With subscription turned on, those that text in to a short code will automatically opt-in to a list. This is useful for any initial call to action, e.g. sweepstakes or alerts campaigns.

With subscription turned off, platforms do not collect an opt-in. This is useful for all ongoing messaging, e.g. outbound message blasts or answers to poll responses.



For both web and offline triggers, the key is data capture and validation. This is to say that marketers should be able to append any data points they want to a given subscriber (e.g. date of birth, zip, email) and validate that data to ensure accuracy. SMS marketing at its best is engaging a consumer over time in a conversation. Achieving this requires targeted messaging, which is only possible through meaningful list segmentation (i.e. data).

Web Triggers: consumers can enter their mobile phone number online to participate in an SMS campaign. Sign ups forms can appear on all web properties, e.g. websites, emails and Facebook.

Offline Triggers: SMS campaigns have tons of offline launch points, e.g. QR Codes, NFC, App Forms, Interactive Voice Response and, of course, Short Code + Keyword SMS calls to action.

Triggers



Mobile is inherently an interactive medium. As such, those campaigns that take advantage of interactive elements will be most successful. Be sure to verify exactly how campaigns not only deliver information, but also receive it back.

End Users

Do not underestimate the humanity of end users when executing SMS marketing campaigns. Mobile is an extremely personal channel, and campaigns that feel human will generate the greatest response.


One last point before moving on: two enhancement roles run concurrently to any SMS campaign:

Data/CRM/Reporting and Client Services.


A Waterfall Quick6 eBookSMS 123456 Where To Start: Differentiating Factors For Successful SMS Marketing

One last point before moving on: two enhancement roles run concurrently to any SMS campaign:

Data/CRM/Reporting and Client Services.

With SMS, ensure that metadata capture includes not just standard fields (e.g. zip, DOB), but also fields most relevant for a given business (e.g. shoe size for a shoe company). It’s also a good idea to track interactivity (e.g. response time of day) and deliver ongoing messages according to any inferences garnered from these reports.

Data/CRM/Reporting

Data should be tracked throughout every single interaction on the component chain. Metrics include delivery rate, open rate and clickthrough rate.

In addition to campaign-related insight, client services should provide comprehensive assistance with the complex short code ecosystem. Industry hurdles to address include CTIA audits, carrier audits and carrier disconnect list processing. With client services on top of these tasks, spend more time focusing on what’s important: customers and content.A Client Services team monitors campaign efficiency and can

provide strategic direction on a number of topics, including analytics, custom message flows and best practices.

Client Services

Strategy

Follow-up

Results

PETA wanted to simplify digital activism by having people reply “Y” to a text message in order to trigger a message in support of a particular PETA cause.

Sent confirmation message via email, w/mobile & web calls to action included.

18.5% response rate with 43.3% responding within two minutes of message delivery (DMA average email response rate is ~2%). Other campaigns saw 23.58%, 18.37% and 24.85% response rates.

Mobile Activism

Strategy

Follow-up

Results

BART wanted to engage new riders through an emerging media channel, so it decided to run a text-to-win campaign promoted during “Try BART Week,” with SMS keywords-of-the-day promoted throughout transit stations.

SMS, initially used inbound for customer acquisition, switched to outbound with a focus on customer retention.

From BART Chief Communications Officer, Linton Johnson: “You couldn’t buy that much good press or goodwill from customers. Nearly every day that week we were in the news and that contributed to a healthy increase in ridership. Our goal now is to keep those customers, and it looks good - ridership is up vs. last year.”

Customer AcquisitionResults Oriented: SMS Case Studies

The vast potential of SMS marketing spans across industries due to the flexibility of SMS as a communication channel. Here are examples* of how multiple types of companies have implemented SMS marketing.

*NB: download in-depth case studies @ Waterfall.com

5

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SMS Coupons

Strategy

Follow-up

Results

By submitting mobile number online, McDonald’s customers would have the option to receive an SMS coupon and then opt-in to receive SMS alerts. The objective was to drive store traffic to try new menu items – promoted across Twitter, Facebook and the web in Spanish and English.

Future offers sent via SMS to drive further store traffic.

30% opt-in rate after customers received the SMS-distributed coupons.

SMS Gift Codes

Strategy

Follow-up

Results

By texting POSSIBLE to 77177, users received a $15 code that they could redeem at DonorsChoose.org. Once redeemed, users had the option to donate their own funds. The objective was to ignite personal involvement in, and social change for, the US education system – promoted across online, DVD, in theater and in-store.

Subscribers received targeted information about school drop out rates and developments in education policy.

An additional $143,000 contributed by participants for a total of $833,000 donated to support classroom projects for 700,000 students.

SMS Game Codes

Strategy

Follow-up

Results

2 weeks before the Splinter Cell game release, gamers could text WEAPON to 44144 and receive a unique code to unlock a secret weapon. The objective was to increase mobile subscribers and engagement – promoted across email, Twitter and Facebook.

Future offers sent via SMS to engage gamers going forward.

80% opt-in rate; doubled mobile subscriber list on the first day; + 400% by end of 2 weeks

SMS 123456 Results Oriented: SMS Case Studies A Waterfall Quick6 eBook

SMS at The Academy Awards

Strategy

Follow-up

Results

Winner of the Academy Award for Best Documentary Feature and the 2009 Sundance Film Festival’s Audience Award, “The Cove” follows a team of activists and filmmakers as they infiltrate a heavily-guarded cove in Taiji, Japan where over 20,000 dolphins and porpoises are slaughtered each year. Movie goers could support the cause by texting DOLPHIN to 44144.

Petition signings, updates about the dolphin slaughter and interview links for Ric O’Barry delivered to subscribers.

Still active mobile database with over 225K subscribers. Over 1.4M signed a petition to end dolphin slaughter.

Customer Engagement

Follow-up

Strategy

Results

Anheuser-Busch is one of the biggest and earliest mobile marketers in the U.S. They run hundreds of campaigns per year, engaging their customers through multiple types of promotions.

Variety of campaigns, including sweepstakes, subscriptions, wallpapers & ringtones, dynamic coupons and interactive voice response.

Messaging volume and subscriber numbers have continued to grow year after year, creating one of the most effective SMS marketing campaigns of all time.

SMS for Brands

Strategy

Follow-up

Results

NASA/JPL promoted the SMS call to action IMTHERE to 67463 to build a mobile database and drive web visitors during a lunar eclipse. Once subscribed, participants received eclipse updates, links to mobile web news articles and instructions on how to share location on a real-time populating web map.

Data gathered during subscription process used for driving mobile web traffic.

Campaign received tens-of-thousands of comments and 100% participation validating location. Its social media upsell was also successful, with thousands of Flickr photo uploads.

SMS 123456 Results Oriented: SMS Case Studies A Waterfall Quick6 eBook

6Do Your BeSMSt: Best Practices For SMS Marketing The final step in building an expert SMS marketing road map is to

understand some classic pitfalls and how to avoid them.

A call to action appears prominently across various media channels. However, the volume of sign ups does not meet expectations.

One of the most important keys to remember about SMS marketing is that a person’s mobile phone number and SMS mailbox are very personal to them – much more so for example than an email address (e.g. SMS open rate > 90%, email open rate < 10%). It’s because consumers only get one personal phone number that goes everywhere they go, every minute of every day.

Due to this increased personal nature, marketers looking for astronomical SMS sign up numbers have to provide an extremely enticing incentive. Two of the most effective list building campaign types are mobile coupons and sweepstakes, as consumers have a clear and tangible reason to engage. If no budget or business model for discounts exists, think about non-monetary offers, e.g. exclusive brand access or VIP announcements.

Provide an incentive

Low sign up numbers

Solution

PotentialIssue

SMS 123456 Do Your BeSMSt: Best Practices For SMS Marketing A Waterfall Quick6 eBook

A perfectly designed campaign goes live with a compelling incentive and message flow. People sign up and excitedly engage with this campaign. But that’s it.

One of SMS marketing’s biggest no-no’s is to run a campaign without follow-up. Doing so will hurt engagement and ROI numbers down the road.

A better approach is to preplan the follow-up message flow prior to launching a campaign. This is a practice very similar to effective email marketing. No brand would send someone an email only to never message that person again.

With SMS marketing, think foremost about opting-in subscribers and monetizing that list over time using an assortment of interactive message flows. Here’s an example campaign flow: sweepstakes for sign up -> mobile coupon to sample a new item -> text alert about upcoming store event -> customer feedback poll to shape new product colors, etc. etc. etc. To reiterate, the hallmark mindset for an effective SMS marketer is maximizing customer lifetime value.

Create ongoing campaigns, not one-offs

Unsatisfactory engagement

SMS 123456 Do Your BeSMSt: Best Practices For SMS Marketing

Solution

PotentialIssue


A call to action is placed on one billboard. Though the response is good, there are not as many sign ups as anticipated.

The secret to SMS marketing is commitment. By only putting an SMS call to action on one billboard, subscribers will only be people who read billboards and text in. This misses out on the extremely fruitful benefits of cross-channel SMS marketing.

The solution is quite simple (and maybe intuitively obvious): include the SMS call to action everywhere consumers engage. Example placements include websites, Twitter pages, Facebook pages and marketing emails. By seeing a call to action over and over again, consumers will perceive value in the SMS subscriber list. They will be much more inclined to participate than if they see one call to action and assume it’s not part of the brand’s or company’s overall communication strategy.

Deploy sign ups across media channels

Limited cross-channel exposure


Solution

PotentialIssue


Though sending to a large subscriber list, response rate is lower than what it should be.

In today’s digital world, communication is more than ever about relevancy. Creating relevancy for SMS messaging requires data above all else.

Marketers can integrate data into SMS communication via several methods, including SMS online sign-up forms, Facebook sign-up forms and in-message flow SMS data capture (effectively gating content). Marketers should also track consumers’ responses to calls to action and outbound blasts in order to get a feel for when and how often to send messages.

Bottom line: collect data opportunistically and use it to inform a targeted consumer messaging strategy. Doing so will ensure a much higher ROI than sending the same static message to a non-segmented list (no matter how big).

Use data to inform the outreach approach

ROI lower than expected


Solution

PotentialIssue


SMS doesn’t seem to be able to realize a marketer’s creative vision.

One of the best characteristics of SMS is often overlooked: it is an extremely flexible communication channel. As such, seek out a provider that can fulfill a creative vision using dynamic content.

To recap, dynamic content integrates SMS communication with third party applications or web services in order to power any possible message flow. Examples include SMS garage door openers, real-time price database lookups, instant win campaigns with customizable odds for winning various prizes, and A/B automated testing. There really is no limit. The key is to envision what third party you would need for an SMS application and integrate using an API connection.

Take advantage of dynamic content

Stifled creativity


Solution

PotentialIssue


Developing a coherent mobile marketing strategy across various channels, e.g. SMS, web and app, presents stumbling blocks.

Rather than thinking about SMS, web and app individually, start thinking about mobile as a channel and how its component touchpoints, SMS, web and app, overlap.

A great starting point for developing this perspective is to include a mobile call to action across all media channels, including email, social, signage and the web. From there, envision customers and their data as the foundation of a mobile communication strategy. Effectively, SMS, web and app should share and contribute information about a customer base in order to maximize mobile effectiveness as whole.

With this mindset, use mobile to launch a conversation that appears to traverse and integrate SMS, web and app. For instance, web can start a conversation that SMS picks up and kicks over to app. This cohesive relationship management strategy will launch mobile ROI through the roof and properly prepare for the yet unknown mobile communication channels that seem to emerge annually.

Think integrated, cross-channel communication

Trouble integrating to other channels


Solution

PotentialIssue


The SMS Marketing eBook, part of the Waterfall Quick6 eBook series.

Don’t just message, have a conversation.

Want to learn more about SMS and mobile marketing? Please email us at [email protected] or call (866) 251-1200.

You can also check out our our website @ www.waterfall.com.

Thanks for reading.

mailto:[email protected]?subject=Inquiry

mailto:[email protected]?subject=Inquiry

http://www.waterfall.com

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Sources

1CTIA. “Wireless Quick Facts.” Retrieved 29 December 2011. http://ctia.org/advocacy/research/index.cfm/AID/10323

2Portio Research. “Mobile Messaging Futures 2011-2015.” Fifth Edition. Published Winter 2011. Retrieved 29 December 2011. http://www.portioresearch.com/MMF11-15_brochure_Jan11.pdf

3Deloitte “State of the Media Democracy Fifth Edition: Select U.S. Highlights.” Published Fall 2011. Retrieved 29 December 2011. http://www.deloitte.com/us/mediademocracy

4Nielsen Wire. “Generation App: 62% Of Mobile Users 25-34 Own Smartphones.” Published November 3, 2011. Retrieved 29 December 2011. http://blog.nielsen.com/nielsenwire/online_mobile/generation-app-62-of-mobile-users-25-34-own-smartphones/

----

Allegra Tepper. Mashable. “The Power of Text Message Marketing.” Published July 13, 2012. Retrieved 9 October 2012. http://mashable.com/2012/07/13/text-message-marketing-infographic/

BBC News. “Hppy bthday txt.” Published December 2, 2002. Retrieved 29 December 2011. http://news.bbc.co.uk/2/hi/uk_news/2538083.stm

Common Short Code Administration. “Website.” Retrieved 3 January 2012. http://www.usshortcodes.com/index.html

Friedhelm Hillebrand, Finn Trosby, Kevin Holley, and Ian Harris. “Short Message Service: The Creation Of Personal Global Text Messaging.” Wiley: Knowledge For Generation. Published January, 2010. Retrieved 29 December 2011. http://www.wiley.com/WileyCDA/WileyTitle/productCd-0470689935.html

Mobile Marketing Association. “MMA Global Website.” Retrieved 29 December 2011. http://mmaglobal.com/main

Msgme. “Knowledge Base.” Retrieved 3 January 2011. http://support.msgme.com/forums/

Pew Research Center. “Global Digital Communication: Texting, Social Networking Popular WorldWide.” Published December 20, 2011. Retrieved 29 December 2011. http://www.pewglobal.org/2011/12/20/global-digital-communication-texting-social-networking-popular-worldwide/1/

Wikipedia. “SMS.” Retrieved 29 December 2011. http://en.wikipedia.org/wiki/SMS.

Wikipedia. “SMS Marketing.” Retrieved 29 December 2011. http://en.wikipedia.org/wiki/SMS_marketing


http://ctia.org/advocacy/research/index.cfm/AID/10323




http://www.portioresearch.com/MMF11-15_brochure_Jan11.pdf




http://www.deloitte.com/us/mediademocracy




http://blog.nielsen.com/nielsenwire/online_mobile/generation-app-62-of-mobile-users-25-34-own-smartphones/






http://news.bbc.co.uk/2/hi/uk_news/2538083.stm

http://news.bbc.co.uk/2/hi/uk_news/2538083.stm

http://www.usshortcodes.com/index.html




http://www.wiley.com/WileyCDA/WileyTitle/productCd-0470689935.html




http://mmaglobal.com/main

http://mmaglobal.com/main

http://support.msgme.com/forums/




http://www.pewglobal.org/2011/12/20/global-digital-communication-texting-social-networking-popular-worldwide/1/




http://en.wikipedia.org/wiki/SMS

http://en.wikipedia.org/wiki/SMS