Tuesday, 24 July 2012 10:31

The Pros and Cons of SMS Marketing

Written by 

The increasing mobile phone penetration globally has instantly resulted in SMS becoming an effective alternative to traditional modes of business communication. With over 1.2 billion mobile phones and increasing penetration among semi-urban, rural areas mobile text messaging (SMS) just cannot be ignored by marketing leaders.

SMS Software is an effective tool to send short, instant and personalised text message (SMS) to the target audience. Brand managers like to be in contact with their existing customers and prospects to inform them about new products, features and other value-added offerings for them using SMS Software.

Their main concerns for marketing leaders related to SMS marketing are security of their database, getting a flexible platform to run SMS campaign at a schedule convenient to them, doing the campaign effectively, irrespective of the numbers of messages to be sent.


The critical questions related to SMS marketing, from the perspective of marketing leaders, are as follows:


  • Whether the platform provided by service providers is secure?
  • Is the delivery being carried out using reliable channels?
  • Are the message delivery service levels measurable and is the client data is confidential?
  • Is there enough transparency e.g. online delivery and real time reports?


SMS Marketing using client application software:

A flexible and high throughput service using client software is the solution to marketing men woes. Such companies provide an end-to-end service using its software products for complete marketing activities which can be done on SMS.


The user is able to devise his own campaign and carry it out without any involvement of the service provider. The client software application products are installed at client premises and campaigns are carried out with clients getting on-line MIS. Delivery reports which are provided by the service provider help the user in cleaning-up his data-base. It is easier to do small campaigns, run contests and advertising agencies can use the platform to carry out simultaneous campaigns for multiple-customers.

SMS limitations: While SMS users enjoy several benefits like sending an instant, personal message which is always read, there are limitations associated with SMS. It is nothing more than 160 characters of text, devoid of sound, pictures and special effects of traditional print media. In spite of the limitations SMS has its own specific uses which help marketers give specific information to their customers. Incoming SMS on 4-digit or 5-digit short codes in conjunction with conventional media has become the most effective tool for generating leads and carrying out contests for promoting brands.