Understanding Sms Marketing

Understanding SMS Marketing				prior three months, the 94.7 percent availability could
Introduction				represent a significant loss of information and business
Short Message Service (SMS) is a wireless service				when the number of lost messages is calculated.
available on digital mobile networks. It enables the				(AT&T 2002)
transmission of text messages between mobile				In our example; the company can classify the
phones and other systems such as electronic mail,				customers, who have made commercial activities, in 3
paging and voice mail. Up to 160 characters can be				groups: high level, mid-level and low level. By the way;
sent and received through the network operator's				the company should also trace these classifications to
message system to the mobile phone (Gustafsson				understand whether there are changes in high levels,
& Lenman 2007).				mid-levels and low levels. There may be some
SMS is essentially similar to paging. Paging is the				quantitative changes such as the increase in high levels
process of a message, which consists of a few digits				that also indicates the increase in the expenses or the
typically a phone number that the user is then				reduction at all levels that indicates the demand in the
expected to call, to be received by a one-way				market has been declined.
numeric pager. A pager (sometimes called a beeper) is				Tendency Analysis
a simple personal telecommunications device for short				Targeting the audience is one of the most important
messages. A one-way numeric pager can only				things that any advertiser should remember.
receive a message (paging) consisting of a few digits,				Nowadays, businessmen are considering it more wise
typically a phone number that the user is then				and practical to advertise to individuals who will likely
expected to call. While paging requires the pager to be				become customers. For instance, if a company is
active and within range, SMS messages do not require				selling video games and other hip electronics, then
the mobile phone to be active within the range as they				marketers would want to run your SMS marketing
will be held for a number of days until the phone is				campaign on teenagers and other young people who
active and within range. SMS messages are				might be interested. (sign-up.to 2002)
transmitted within the same cell or to anyone with				Since 80% or more of all cell phone users carry their
roaming capability. They can also be sent to digital				phone all the time, a text message to their cell phones
phones from a web site equipped with a PC Link or				is the perfect way to alert your subscribers or clients
from one digital phone to another. In addition to SMS				of any urgent information, such as a change of
gateway is a web site that lets the user enter an SMS				appointment, or product ready for pickup. For this
message to someone within the cell served by that				reason; the companies have to understand in which
gateway or acts as an international gateway for users				stores and/or products that the customers have paid
with roaming capability.				money by finding out the location of these stores and
The SMS is a store and forward service. In other				or products, what the ranges of these saves are, who
words, short messages are not sent directly from				these clients are by making data mining, etc. By the
sender to recipient, but via an SMS Center. Therefore				way; the company can make identification about the
there is a need for a network operator. Each mobile				product characteristic and determine new marketing
telephone network that supports SMS has one or				strategy related to the most popular products or
more messaging centers to handle and manage the				services. In addition to this; the products can be served
short messages.				to the people individually.
The SMS features confirmation of message delivery.				Capacity Analysis
This means that, unlike e-mailing users do not simply				The main idea of detecting capacity is to answer the
send a short message and trust and hope that it gets				question of will the company maintain the investment
delivered. Instead the sender of the short message				of sending text messages to the customers. The
can receive a return message back notifying them				company has to understand the signals of benefits
whether the short message has been delivered or not.				with the usage of SMSs. Because of the company will
Short messages can be sent and received				produce the products or keep the inventory according
simultaneously with GSM (Global System for Mobile				to the demands. Whether the demand is low due to
Communications) voice, data and fax calls. This is				the expectations, the company will produce lower
possible because whereas voice, data and fax calls				parties, keep lower inventories and may reduce or
take over a dedicated radio channel for the duration of				stop the usage of SMS marketing. Moreover; the
the call, short messages travel over and above the				company may change the marketing strategy. On the
radio channel using the signaling path. As such, users of				other hand; the company may support and increase
SMS rarely, if ever, get a busy or engaged signal as				the usage rate of text messaging by sending them to
they can do during peak network usage times (SPG				more people whether the demand is very high. At that
Media Group PLC 2008).				time; the company will perform more aggressive role in
According to the same study above ways of sending				the market and this will affect the investments of the
multiple short messages are available. SMS				company.
concatenation (stringing several short messages				For this reason; the capacity analysis, which indicates
together) and SMS compression have been defined				the present situation to meet the present demand and
and incorporated in the GSM SMS standards.				the future situation to meet the following demand,
The introduction of standardized protocols such as SIM				should be investigated and taken into consideration by
(A small smart card type device that has details of the				the companies.
mobile subscriber including public telephone number and				Reviewing Marketing Performance
the numbers required by the network to recognise and				Mobile marketing can be used for a wide range of
authenticate the subscriber), Application Toolkit and the				occasions like announcing new product, one-day
Wireless Application Protocol (WAP) contribute to an				specials, new store openings, special events...etc.
increase in messaging usage by providing a standard				Subscribers can be treated as a special group for
service development and deployment environment for				offers and information that only they have access to,
application developers and business partners. These				increasing loyalty, purchases, and speed of
protocols also make it easier for users to reply to and				communications.
otherwise access messaging services through custom				While mobile marketing can be used in a lot of areas
menus on the phone. While these protocols are only a				that helps them customer loyalty, customer satisfaction
means to an end and not new messaging destinations				and incremental sales; the companies should search
or services, they are likely to lead to a 10-15% uplift in				the performance of their marketing activities to
total SMS volumes (SPG Media Group PLC, 2008).				maintain the available situation and then to increase the
Some companies could reach more successful results				market share by accessing more satisfied clients. To
if manage the SMS marketing processes successfully.				achieve this; some functions should be generated like
Today, for example, to use SMS, MMS, e-mail, instant				market research, market modeling and market
messaging (IM), voice mail, and so on, end users must				consulting.
be aware of the underlying technology and their				- Ø Marketing research - world-class qualitative and
intended recipients' capabilities. Studies and market				quantitative research, particularly market segmentation
trends show that messaging solutions must be easier				that gives the company growth-oriented insights.
to use if they are to facilitate communication and				- Ø Marketing modeling - state-of-the-science,
increase traffic. This will form the base of a successful				profit-focused modeling that offers the company
mobile marketing campaign constructed on SMS.				invaluable information about the financial impact of
SMS Marketing under Marketing Overview				different marketing decisions.
SMS has grown into a mainstream communication tool				- Ø Marketing consulting - continuously filtering what
for consumers, reaching them via SMS marketing has				the statistics say through managerial, statistical, and
become increasingly important strategy for businesses.				financial criteria to provide the company with relevant
Whether between two people planning to meet up or				and doable action steps.
a broadcast message to thousands of users, more				In this regard; the company should determine some
and more customers are becoming converts every				indicators to trace the performance of the marketing
day, and savvy marketers realize text messaging is a				to understand whether the situation is going on the
great way to quickly communicate with their audience.				predetermined strategy or not. Some of these
For this reason; text messaging is increasing at an				indicators are market share, new product, marketing
enormous rate. One of the primary reasons behind this				return on investment (ROI), customer, brand, etc.
growth is that text messaging has become				Furthermore; there are some criteria for selecting the
increasingly used as a business tool (mobilestorm.com				targets of these performance indicators such as sales
sms-marketing 2009).				potential, growth potential, retention potential, common
The trend in Jupiter Research shows that SMS				motivations, problem potential, responsiveness,
Marketing is quickly surpassing e-mail technology as a				findability, lifetime value, etc. These criteria should be
tool for marketers and also for customer relationship				investigated, considered and evaluated before
management. Moreover; Jupiter Research says three				targeting process. (Copernicus Marketing Consulting
billion coupons issued to cell phone users will generate				and Research n.d.)
sales of almost $87 billion by 2011 (textsmsmarketing
2006).				Sales Analysis
Types of SMS Marketing				In sales analysis, the goal is to provide accurate
Types of SMS Marketing can be defined in three				management information related to sales activity in
different contexts in general; Purchase Context,				order to improve sales profitability and provide facilities
Technical Context and User Context. These contexts				for sales forecasting and planning at customer and
are mostly given preference while enterprises				product class levels.
practising the SMS Marketing efforts.				By sales analysis; we can make the following actions:
Purchase Context defines SMS as a product based				- Ø Identify the most profitable customers
on the way it is purchased. On the other hand,				- Ø Know which products are selling
technical context defines the types of SMS Marketing				- Ø Analyze market trends and geographic market
from the mobile operator point of view while user				patterns
context defines it from the benefit the SMS provides				- Ø Know the profit generated by each product
to the target customer. The common point of these				- Ø Know which divisions of business are selling
types is that the payment type of these SMS can be				- Ø Identify which salespeople are performing
defined based on the request of the buyer (the				- Ø Improve sales forecasting
sender). The company that wants to send SMS can				- Ø Measure actual performance against quantity or
chooses either to pay the price of the SMS itself or to				revenue forecasts
charge the price to the target customer.				- Ø Analyze tax collections
Purchase Context				- Ø Set targets against customers and / or products
In SMS marketing campaigns, there are two different				- Ø Compare against budgets per product group and
SMS methods as a product; a company can either				or salesperson
choose to make a deal with the carrier for a promised				By the way; we can decide to maintain and admire the
amount of SMS for a given time (mostly 1 year). This				most profitable customers, continue to produce the
is called bulk SMS. On the other hand, the company				most selling products, prompt the most valuable
can choose to buy SMS packages that are being sold				salespersons, get precautions according to the trend
by the carrier in specified amounts like 1.000 or 500.000				of the following months' sales, constitute the budget or
or it can be included on the standart price numbers of				make re-budgeting, determine the following targets that
dispatch etc. This is called piece SMS.				the marketing department should provide, etc.
Marketing strategy is obtained by making corporate				In this regard; SMS marketing is perfect for local and
SMS purchasing agreements either with Mobile				national retailers wishing to promote products or
operators or with the infrasturcture providers or				services, provide incentives, and increase customer
different SMS reseller companies. The more amounts				loyalty and retention. Retailers can send SMS
of SMS purchased, the less money is paid for an SMS.				messages to their opt-in subscribers with coupons
While it is more profitable to buy over million quantities				code inserted directly into the message. Customers
directly from the GMS operator (bulk SMS), it can be a				can come into the stores and present their coupons
better decision to buy from the providers or resellers				right on their cell phones for redemption. This
since they buy from the operators with over million				application is very useful for consumers to sale any
quantites and resell them in small quantitities with better				product in any time at any location, where it helps to
price (piece SMS). This also creates a new				increase the sales of the company.
intermediate trade of SMS. In addition to this; wide				Cost-Benefit Analysis
extensive solution partnership agreements are				When consumers make purchases at market prices,
available among company. At that time; more services				they reveal that the things they buy are at least as
are given in a lot of case such as SMS, logo, melody,				beneficial to them as the money they relinquish.
conversation, entertainment, competition, game, etc.				Consumers will increase their consumption of any
Technical Context				commodity up to the point, where the benefit of an
There are three types of SMS from the technical				additional unit (marginal benefit) is equal to the marginal
perspective. These are one way, single shot and two				cost to them of that unit, the market price. The same
way SMS's (see in Table 2).				idea can be used for the companies. A company,
One way SMS is an SMS that sent by the sender to				which directs its marketing strategy on SMS marketing,
the target customers. With this type of SMS an				wants to get the financial benefit of the application
answer from the target customer is not expected and				including customer satisfaction. However; when the
most of the time not allowed. So there is no customer				trend of the earned marginal benefit is going on a
interaction.				reducing direction, the company may decide to give up
One way Fast SMS (Single Shot) is an SMS which is				SMS marketing and consider another methods. On the
sent by the sender to the target customer and an				other side; whether the marginal benefit is going on a
answer from the target customer is not allowed. The				positive direction, the company will begin to behave
most important feature of this type is that the SMS is				more aggressive way to use more text messages to
valid for a defined time (mostly a short period like 3				arrive more customers.
minutes). Becuse of this feature, the SMS must be				Character Analysis of the Customers
sent immediately after it is triggered. This type is mainly				The first step in SMS Marketing campaign is collecting
used to send passwords that are valid for the defined				and getting permission to gather cell phone numbers
time (Like a password that will be used by the target				as stated before. Although it is perfectly acceptable to
customer to log in into his/her different accounts over				simply have a signup form on the company's website
the internet). This type of SMS is not blocked by the				or retail store with the promise to send valuable offers
filters meaning that a customer can filter the SMS that				in return for signup; it is much more effective to come
is coming from a certain sender or number by sending				up with a creative tactic that offers more like prizes,
that message to a special filter list of the mobile				memberships, bonus and free stuff. As the comapny
operator. But this filter is not used for single shot SMS.				build its database of cell phone numbers, try to elicit
Two Way SMS is an SMS sent by the sender to the				more than just that one piece of information. Ask for
target customer and an answer from the target				the customers about their hobbies, conventions and
customer is expected if he/she wants to join or use				then create special announcements based on niche
the services/benefits that are offered. Since there will				interests. Find out demographics and customize the
be a client interaction, the SMS number that is used to				text messages campaign to that particular cell phone
sent this type of SMS must be configured to recieve				recipient.
SMS that will be sent by the customers.				In the character analysis; clear purpose and goal
User Context				focusing, communication skills, time management
Premium SMS gives clients the option to earn money				prioritization and planning, conflict handling and mental
on certain text messages and content for which				attitudes' information should be gathered by the
consumers will pay to send or receive. Clients can hold				companies. For instance; a goal focused person, who
voting contests, like those on many reality TV shows,				understands the direction of the organization, makes
daily horoscopes, a VIP program, or other instances				plans and organizes resources, both of people and
where new information is time-sensitive, making that				materials and plans ahead in a strategic manner; can
information valuable to the consumer.				be directed to the gifts of special days and the text
Mobile Coupons will benefit businesses and customers				messages can be sent to these customers like in this
alike-promoting spending while saving money for				way. Because these people are living in perfect
consumers. In addition, the convenience and "green"				planning days and they do not forget the most
factor (no excess paper or ink needed to produce				important days in their lives. For this reason; the gifts,
them) of digital coupons, such as mobile coupons,				which emphasize the special days, should be chosen
make them especially appealing to consumers today.				as a content of text messages in SMS marketing
Text-To-Screen is a premium service that allows				strategy at these companies. In a different example;
marketers to create polls and quizzes especially for a				there are also SMART people, who can be described
particular event.				as Specific, Measured, Achievable, Realistic, and with a
Marketers have a way to ensure event attendees'				definite Time deadline. That's why these people
interest while adding excitement to shows, parties,				always calculate the time and the cost opportunity, in
major sporting events or a regular evening at a movie				which the prices are lower at any location. In this
theater. A marketer can use giant video screens that				regard; the shopping centers' activities such as
are traditionally at these places to advertise a poll or				discounting days or other kind of promotions may be
quiz, compel the crowd to participate and then post				announced to these kinds of people earlier by the help
the results on that same screen in real time.				of text messages.
(mobilestorm.com/sms-marketing 2009)				This needs to be new specialists that improve
The SMS Campaign				themselves of psychology and marketing.
The SMS system is a small piece of mobile				Institutional Risk Analysis
communication and marketing system. For this				"Most of the banks in the US are not broke, not in
purpose, like every marketing campaign, SMS				trouble, but they don't trust each other because they
campaign should be carefully planned. There are 3				don't know which banks are bad. We've got to get the
processes that a campaign manager should plan in				bad ones out."
order to create a successful SMS campaign.				William Seidman / American economist and financial
Every process has its own individual approaches. In				commentator
step I, campaign manager should carefully plan the				The same situation can be considered for the
target segment, the message that will be addressed				commercial companies. The expectations will be seen
and configuring the body of the SMS based on this				clearly, whether the companies can determine which
message.				products are not sold enough, which salespersons are
In step II, the carrier must be chosen in order to reach				not successful enough, what are the actual and
the targeted segment based the technical and financial				forecasting values of the market, etc. In the same
criterias. All the replies must be carefully viewed.				direction; the main idea is to determine which products
After sending the message, an analysis of the study				may not be sold in the following period and what are
must be made for performance measurement				the actions that can be taken primarily. The
(mobilestorm.com/sms-marketing, 2009).				methodology of risk analysis can be written as in the
In order to create an SMS marketing campaign, a				following:
database must be created that consist of the phone				- Ø Identify risk assessment and prioritize risks
numbers of the clients that are targeted. A member or				- Ø Develop strategies to manage risks
commitment list is being constituted by the enterprises				- Ø Develop tactics to mitigate risks
with the help of clients' needs. However; we cannot				- Ø Assign responsibility and implement
observe the same situation at the private sector. The				- Ø Test effectiveness and evaluate results
companys, which can constitute their lists, can add				Comparative Analysis
new numbers to these lists by using different channels.				Comparative analysis is a tool that uses item by item
The channels can be;				comparison of two or more comparable issues like
- inside the company - the companies own database				processes, products, qualifications, sets of data,
or affilitaions database				systems, etc. For instance; in accounting, changes in a
- outside from the company - databases that can be				financial statement's items over several accounting
provided from consulting firms, SMS operators, yellow				periods may be presented together to detect the
pages etc.				emerging trends in the firm's operations and results.
This process is sensitive because of the requirements				The company, which uses text messages to arrive to
and outlines defined by the law. Both the individual				their customers, sends SMSs to their available clients
numbers at the newspapers and the other numbers,				primarily. After a time of this application, there are
which are used by institutional enterprises, help to				some feedbacks that some of the clients have made
increase the quantity of the numbers at these lists in				trades against the others have not. The results in here
the behalf of request or guidance.				should be recorded. In this regard of this situation, the
SMS Marketing Implications				company may change the content of the text
In the past; the companies, which want to				messages and then wants to see the results. In this
communicate with their customers, were using				time; the company can take a photo of two different
postcards, celebration cards, fax and telephone. These				situations and make a comparative analysis by using
ways were increasing the costs and were creating				the quantity of sales, the amount of saved money, the
problems for transportation. Most of the cards were				number of sold products, etc. to see the differences
not arrived to the addresses and the companies were				and the impact of the contents. After that; the
not controlling these limitations. By the use of corporate				company can determine the following marketing
SMS service, the companies began to trace whether				strategy due to the feedback of these results.
the SMS was received by the user. Furthermore;				Environmental Factors Analysis
considerably higher profits were provided at the cost				The last searching area is to reveal the environmental
side. One of the most attractive sides of this				factors like the changes in interest rates; crisis
application for the companies is the high returns of the				surrounding in economical, social and political areas; the
customers, who are taken these messages.				developments in the rivals; the sales in each product;
Corporate SMS Working Process				the demands in the market; purchase power of the
Client applications have a speciality of working as				public, new investment areas, which are rising in recent
internet-based environment and desktop execution				period, etc. Furthermore; SWOT analysis, which takes
with local database. The applications, which are served				the information as a result of these previous activities
as free for customer usage, can be accumulated in				and separate them into internal issues (strengths and
three main titles: Desktop SMS application, web-based				weaknesses) and external issues (opportunities and
Web SMS application and Office SMS application,				threats), is one of the best techniques to understand
which can be provide sending SMS from directly				and evaluate all these activities together. In SWOT
Microsoft Excel. After controlling SMS sending offer				analysis, the knowledge is designed to help an
from these applications out of institutional servers,				organization an understanding how it relates to its
SMSs are transferred on Internet at the same time to				external environment. In other words to act as a way
the related mobile operator. Then; these SMSs are				of seeing whether the organization is aligned with the
transmitted to the mobile phones.				world going on around it.
The corporate SMS system can be classified in 3				As a result of these analyses, the company should
categories;				evaluate the available situation and get some remarks
First one is the public enterprises, in which SMS				for the future. Whether the situation is not good
application is an indispensible requirement for each				enough or the demands are not expected, the
company. For instance; small announcements can be				company can trace the following instructions:
transferred to the people by associations, labor unions,				- a. Constituting an action plan
foundations, etc. By the way; it provides an opportunity				- b. Differentiating text messages
to get lower costs and make the works rapidly.				- c. Timing of the text messages
The second one is the private sector institutions				- d. Differentiating of the product
especially finance (banking), automotive, market,				- e. Timing of the product
retailers, etc. They announce their campaigns to the				- f. Determining new marketing strategies
related clients at the same time and this provides a				- g. Finding potential customers
returnable and customer fidelity.				- h. Evaluating the channels for their potentials,
The last category is about the education sector, in				capabilities and reliability conditions
which corporate SMS was began to see as an
essential requirement and called service by the				CONCLUSION
guardians. A private class was began preference by				Mobile marketing tools are offering easier and more
giving the services of lack of continuity, examination				convenient ways with evolving marketing strategies.
results and other reports.				SMS has been the pioneer in wireless data applications
Efficiency of SMS				and SMS services were the first mobile data services
What could efficiency of SMS bring to companies?				with a serious impact on the operator's revenue. The
The most important issue is to get the transmission				industry has seen tremendous growth and, clearly,
reports of the messagings. We can analyze these				messaging will lead the way to profits in 3G as well.
reports based on;				Inevitably, the way that revenues from mobile
- People & Responses				applications are currently shared out will change and
- Total cost of Transmission				become much more versatile.
- Results				We can admit that SMS Marketing is a very useful
In a recent study by Nielsen Mobile, 23% of U.S. mobile				tool for the marketers and a competitive marketing
phone users remember seeing mobile advertising in the				strategy for the companies. However; the main issue
last month, and over 50% responded to the ad.				is not just to apply text messages to the clients. The
(mobilestorm.com/sms-marketing 2009) When we				focal point is to send the right value of contents, at the
compare this result to another marketing media like TV				right time, at the right location, to the right customers
where the response rate is around 0,3%, it can be				with the right effect. Also; after sending them to the
seen that SMS can be a very successful media for				clients; the enterprises should follow the marketing
marketing.				auditing like marketing statistics by applying some
Not only for the mobile advertising however it covers				analysis whether the text messages are effective or
a lot of place in mobile marketing but also constitute a				not. If there are some problems with this type of
good relationship with the customers are very				marketing strategy, the enterprise should review its' all
important subjects to the companies.				ongoing processes to understand where the problem
SMS Marketing System Analyses				is.
The marketing concepts are changing while these new				The reasons of failure/triumph should be investigated.
medias & technologies step into ourlives. An				After the determination of these, the cautions should
important factor to consider when selecting a				be taken into a contingency plan, the actions should be
marketing technique such as SMS marketing is that				revised and the new applications should be done. If all
method's ability to reach a wide audience. This is why				these processes such as taking pre-cautions, monitor
famous TV programs attract a lot of sponsors,				the applications in an analysis approach, etc. are taken
famous celebrities get a lot of endorsements and				into consideration in a systematical approach, we think
popular websites get a lot of posted ads. Businessmen				that SMS Marketing will become a very powerful and
know that these programs, celebrities and websites will				indispensible tool for the applicant enterprises. On the
be garnering a lot of visitors; thence, more people will				other hand, most of the forecasts show that
get to see their advertisements. The same equation				data-related services are increasing its value especially
applies to SMS marketing. Nearly every person in the				in the means of revenue of the mobile operators.
world possesses a mobile phone. It's only natural that				Moreover, picture messaging and visuality has taken
companies and businesses will want to compete in this				off, and MMS is a natural progression of these facts.
new marketing arena. (sign-up.to 2008)				The fact that the consumer preferences are moving
It is very important to understand the SMS Marketing				fast towards visuality especially with services like
system and to manage the system after sending				Youtube, Video Messaging Services can be the new
messages to the customers even their target is				concept for the mobile world and the mobile marketing
advertising or relationship. Companies have to find out				strategies.
the most valuable customers by detecting the				Multimedia Messaging Service (MMS) is a new form of
performance with so many analysis and then to				communication that combines rich content, such as
decide and apply what are the following actions				audio and video clips, photographs and images, with
whether the companies want to succeed their				text messaging. It is an end-to-end application for
functionality continuously for their success in marketing.				person-to-person mobile messaging, mobile-to-mobile,
The companies naturally think about their current				mobile-to-Internet and Internet-to-mobile. It is good
customers primarily, because they know their identities,				news for service providers, as they can now improve
personalities, conventions, pleasures, etc. There are				their existing text-based services by adding rich visual
two types of customers; the current customers and				content. MMS will be a key mass-market revenue
the potential customers, who are not available for the				generator for content providers, mobile operators,
present and may be the candidates.				application developers and advertisers, while for users
To create opportunities for the companies and satisfy				it will provide a way to capture a moment of time and
the customers, companies should perform some				share it with others.
endevours. Hereby these endevours undertake with				From the users' perspective, a successful MMS launch
marketing philosophy and to give some detailed				needs the terminal to be set up ready to use from the
conveyance for the SMS marketing efforts. Like				minute he or she walks out of the store with it. An
every marketing concept, analyzing the result to				operator can meet this expectation by offering
measure the performance of system. In general				automatic terminal provisioning over the air through its
before passing through to the analyses, suppose that				own network and today, Turkcell, the leading operator
a company determined their customers and sent them				in Turkey is offering this service over the air. In addition,
an advertising text message, in which the company's				operators need to educate end users, not only on how
new products were recognized. Presume that the				they can send and receive MMS messages but also
amount of these customers is 10,000 and just 1,000 of				how they can discover and subscribe to MMS content
them have demanded the new products after				services. Operators can create service packs, set-up
receiving the SMS. However, since this is a cost for				content service demos provide customer training and
the company, cost - benefit ratio must be taken into				competitions in retail stores, as well as at relevant
account all the time. The other 9,000 people can be				events such as festivals and concerts.
classified into two groups: the people, who erase the
text messages without seeing; and the people, who
erase the text messages after seeing. In this direction;				REFERENCES
these people may not be interested in these text				Gustafsson, Å. & Lenman, AEricsson's enriched
messages for the reason of the improper time,				messaging architecture, Ericsson Review No. 2, 2007.
unsuitable content, previous experiences, etc. In that				SMS (Short Message System) Mobile Technology,
case what should the company analyze to control the				International, White Paper SPG Media Group PLC,
activities and the environment for benefitting from				2008.
SMS Marketing?				Piercy, N. & Giles, W "Making SWOT Analysis
From the strategical point of view the companies				Work", Marketing Intelligence & Planning, Volume: 7
should be done below analysis for their safety and do				Issue: 5/6, 1989
the right things for the good marketing relations and				How to Conduct a SWOT Analysis, Dr. E.J.Keeley,
satisfaction of the customers;				Executive Director, Institutional Effectiveness and
Basic Statistical Analysis				Research
Statistical analysis is the first step of the success or				Codling, S. Best Practice Benchmarking, gowerpub.com,
failure of the system. It includes the response time of				1995
the respondents to the text messages, the				Kotler, P Marketing Management: Analysis, Planning,
percentage of the right arrivals, the percentage of the				Implementation, and Control, Prentice-Hall, 1988
lost messages, etc. In addition to these; these				Borden, N. H "The Concept of the Marketing Mix",
performance results should be traced and understood				Journal of Advertising Research, 4, June 1994: 2-7
effectively to take the precautions and determine the				MMS entering into the next phase, White Paper, Nokia
SMS strategy primarily. For instance; at Keynote				Corporation, 2003
Systems, the average performance for all carriers				Copernicus Marketing Consulting and Research,
was 11.8 seconds to receive message and 94.7				Bringing Science to Marketing
percent of all messages arrived at their destination.				McDaniel, C.D. & Gates, R.
While these numbers are an improvement over the

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Understanding Sms Marketing