SMS marketing (short message service marketing) is a technique that uses permission-based text messaging (140-160 characters) to circulate promotional messages about any new or existing products or services with minimum time, effort and cost. The major objective of SMS marketing is to build a database of subscribers to increase customer loyalty.
At present, SMS marketing has become an increasingly popular marketing tool in Bangladesh because of easy availability of mobile phones. With a single message being used to reach out to the entire customer base, it is one of the most cost effective and easiest ways of communications which is being used by marketers today.
Every day we get a lot of promotional SMS from the different companies such as Grameenphone, Banglalink, Shopno, Meena bazar etc. Sometimes we become irritated because of too frequent messages pouring in without any respite which could very well be branded as irritating marketing. As a result, customers often become irritated which may tarnish the brand image in the long run.
To make effective SMS marketing drive, companies should give infrequent messages, perhaps once a day, not more than two times a day for a single offer. Besides the companies should take consent from the customers before sending a text message and provide an 'unsubscribe' option in the messages and if they select that option they must unsubscribe it immediately. Finally, promotional messages should be short, simple, easily understandable and interesting so that customers feel interested to read the messages.
In conclusion, if SMS marketers properly follow all the guidelines regarding effective SMS marketing campaign, certainly its advantages will outweigh all negative aspects of SMS marketing. Consequently, both customers and SMS marketers will benefit.
Md. Hafez
Lecturer
School of Business
Ahsanullah University of Science and Technology
[email protected]
