Efficiency of SMS Marketing in Developing Countries: Bangladesh Case Study

Abstract

SMS - Short Message service is commonly used by the all mobile users in the world. This service is now one of the best media for promotion of the product and services. This paper focused on the best use of the SMS to make the best promotion in anytime and anywhere to the customer. In traditional marketing, there are electronic and paper media to make the advertisement and the latest news of the product. But in that case, those media are more expensive and some time is avoided by the customer. On the other hand, SMS marketing is a way where using lower cost, it can provide new messages of product or about the company. In this paper, a research has been taken place to measure the efficiency of SMS marketing in Bangladesh. Full Text Link: http://dx.doi.org/10.2139/ssrn.1867895