Saylor URL: http://www.saylor.org/books Saylor.org
KEY TAKEAWAYS
- SMS (short message service) can be sent from one phone to another, or from a PC to a phone and vice
versa. - Common short codes (CSCs) are short phone numbers to which users can send a text message from a
mobile phone, usually to get something in return. - Users have proved to be reluctant to turn over their phone number for marketing messages.
- Once users have provided permission to communicate with them and their mobile number, timely
messages may be sent to their mobile phones. - There are several ways that SMS messages can be utilized to complement an existing marketing
strategy:
o CRM (customer relationship management)
o Promotions
o Receiving messages
o Entering competitions
o Texting to donate
o Texting to participate
o Combining the sending and receiving, where users text to opt in for something, and the marketer
sends them something in return
EXERCISE
- It can be considered that SMS (short message service) to the mobile phone is what e-mail is to the
Internet. In what ways is this true, and how can this be used by marketers?
[1] David Harper, “Unfolding a Decade in Mobile Marketing,” Flytxt, July
2009,http://www.flytxt.com/Newsletter/unfolding-a-decade-in -mobile-marketing.html(accessed June 20,
2010).