Marketing Communications & Consulting

Marketing Communications & Consulting

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    Sandeep Das
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    18 Apr 2005, 6:07 pm
    SMS Marketing: Future Potential
    Hello all,

    Writing for the first time in this board.

    Would like to invite everyone's thoughts on a topic that has been one of the most talked about issues in Indian marketing. The issue is on SMS Marketing. Though this medium is just gaining some level of acceptability in India, but right in the beginning it has gained the ire of anti-spammers.

    There is a tendency among Indian marketers and I would say globally also, to jump on the bandwagon rapidly, without realizing whether the medium suits their brand and its personality or not. SMS marketing, which started by the network operators sending SMS messages informing users about new tariff plans, discount offers and freebies, has been adopted by a host of direct marketing firms who are using to promote their brands, products and services.

    What I would like to know and understand from forum members is whether SMS Marketing holds potential as a powerful marketing tool that can used to increase awareness about brands, without flinching privacy of users and how it can be done?

    Since SMS messages are almost always unsolicited, even when they are private, how can brand managers use the medium to devise and implement brand awareness and marketing campaigns, unobtrusively and also without inviting the ire of the intended recipients. Globally there has been experiments going on on timed marketing messages through SMS, like a McDonald's or a Pizza Hut discount ad during lunch hours in office etc., is this the only way of effectively reaching consumers or there are other models that have not been tried?? India movie producers have used SMS to some extent in creating buzz and hype about their upcoming releases, but I think brands would need more thought about and carefully orchestrated strategies for delivery, as the relationship is intended to be a long one.

    Would be great to know other network members views and ideas on this.

    Thanks
    Sandeep
    This post was modified on 07 May 2005 at 07:09 pm.
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    Daniel García De Weert
    The company name is only visible to registered members.
    Hi, first time too.

    I think you are talking about mobile phones (MP).

    I have read some european study about the mobile market satisfaction, and i have to tell that the results were not good:

    MP users (in Europe) was wondering when could they talk better, since all the "new" things were no more than toys: MS, pictures, streaming, etcetera, but no new advances on PHONE assetts.

    They said it is so difficult to have a phone conversation without interferences or noises as 10 years before.

    They want the phone to make phone calls.


    On 18/04/2005, 6:07 pm, Sandeep Das wrote:
    Hello all,
    Writing for the first time in this board.
    Would like to invite everyone's thoughts on a topic that has been one of the most talked about issues in Indian marketing. The issue is on SMS Marketing. Though this medium is just gaining some level of acceptability in India, but right in the beginning it has gained the ire of anti-spammers.
    There is a tendency among Indian marketers and I would say globally also, to jump on the bandwagon rapidly, without realizing whether the medium suits their brand and its personality or not. SMS marketing, which started by the network operators sending SMS messages informing users about new tariff plans, discount offers and freebies, has been adopted by a host of direct marketing firms who are using to promote their brands, products and services.
    What I would like to know and understand from forum members is whether SMS Marketing holds potential as a powerful marketing tool that can used to increase awareness about brands, without flinching privacy of users and how it can be done?
    Since SMS messages are almost always unsolicited, even when they are private, how can brand managers use the medium to devise and implement brand awareness and marketing campaigns, unobtrusively and also without inviting the ire of the intended recipients. Globally there has been experiments going on on timed marketing messages through SMS, like a McDonald's or a Pizza Hut discount ad during lunch hours in office etc., is this the only way of effectively reaching consumers or there are other models that have not been tried?? India movie producers have used SMS to some extent in creating buzz and hype about their upcoming releases, but I think brands would need more thought about and carefully orchestrated strategies for delivery, as the relationship is intended to be a long one.
    Would be great to know other network members views and ideas on this.
     
    Thanks
    Sandeep
  • Post visible to registered members
 
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