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SMS Advertising: A Case Study

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2.2.2 SMS Advertising

The first form of mobile advertising that consumers could have experience is short message service SMS in 1997 (Ünal et al., 2011).
SMS is a brief and short message that allows advertisers to communicate with their target markets (Bober 2011).

Characteristics of SMS Advertising:

Interactivity

The nature of two-way mobile phones allows their users to instantly respond to SMS messages. This interactivity allows advertisers to create a direct connection with potential customers and quickly get the results of marketing campaigns (Bauer et al 2005, Mirbagheri 2010, Al Khasawneh et al 2013).

Personalization

There is a close connection amid mobile phone users and their personal devices. This connection leads to …show more content…

A chronological list of key milestones is outlined below:
• In 1973, Martin Cooper invented the first mobile phone
• In 1990s, mobile phones first appear in the mass market
• In 1991, the mobile data services were introduced in 1991 in Finland by Radiolinja on the 2G Networks (Baig, 2014)
• In 1994, the first text message from one person to another was sent and since the exchanging of text messages progressively increased (Lynn 2016).
• In 2000, the innovated Short Message Service (SMS) text that was accessible to everyone with a mobile phone, presented advertisers with the potential of integrating SMS technology into their advertising strategies (Baig, 2014, Lynn 2016).
A Finnish provider employed the technology to offer free news headlines through SMS which was funded by advertising. There was more and more experimentation in mobile advertising areas, which led to the world’s first mobile advertising conference in 2000 sponsored by the Wireless Marketing Association (now known as the Mobile Marketing Association). (Lynn 2016).
• In 2002, the majority of mobile marketing took the form of SMS. Both large and small companies started using SMS to send their customers various promotions and loyalty …show more content…

• In 2007, introduction of Smartphones was the next major impact in mobile marketing history. Among other smartphones, launching the first iPhone was revolutionary. As consumers lifestyle were changing, advertisers try to directly transfer desktop advertisements on to mobile (Claytor 2016).
• In 2014, more mobile applications were introduced which facilitated mobile advertising for the purpose of perfecting information.
• In 2015, companies started presenting a variety of mobile advertising to ensure the best possible user experience. These new types of advertisings are still evolving and satisfying both consumers and advertisers (Lynn

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