SMS stand for short message services and also called text message which can sent to mobile phone and from a mobile phone SMS marketing is the practice of building list of mobile numbers than sending SMS adverting message to those list. Mobile marketers usually use an online message system to manage the SMS sending process.
SMS was most widely used data application, with 3.5 billion active users, or about 80% of all mobile phone subscribe at the end of 2010. SMS marketing is permission based, thus each customer must have given permission to the company to send text message to their mobile phone .Company can collect their customer mobile phone numbers in many different ways.
SMS marketing campaigns send a short, concise message with a very clear call to action. They often personalize the message to include the message to include the customer’s first name to increase the chance of a response. A clear call to action could be a website link, phone number or email address. In order to measure how successful the SMS is, we need to be able to track the response to it. Without a clear action required by the customer would not be able to do this.
Development of SMS
The first proposal which initiate the development of SMS was made by a contribution of Germany and France into the GSM group meeting in February 1985 IN Oslo. This proposal was further elaborate in GSM subgroup WP1 Services based on the contribution from Germany.
The first SMS message was sent over the Vodafone GSM network in the united kingdom on 3 December 1992, from Neil Papworth of Sema Group (now Mavenir System) using the personal computer Richard Jarvis of Vodafone using on Orbitel 901 handset. The text of the message was “Merry Christmas.”
Two types of SMS delivery:
1. Direct connection – In this where the SMS gateway is plugged directly into the telco’s in our country.
2. International routing – International route are operated by SMS aggregator which a gateway can utilize to deliver more cost effective SMS marketing than direct connection. Some international routes can be very unreliable and some providing will offer extremely cheap prices however we may end up paying the same as a more reliable connection as we still pay for messages not delivered.