Post by account_disabled on Mar 9, 2024 0:41:41 GMT -5
The first part of the presentation will focus on the identification and description of the necessary characteristics that should positively influence the efficiency of a well-constructed SMS Marketing campaign , maximizing the investment. Analyzing a research entitled “ Determinants of Effective SMS Advertising: An Experimental Study. ” (The variables of an effective SMS Advertising campaign: an experimental study.), we will discover, through an empirical procedure, which of these have led to appreciable results. This research, carried out by researchers Dimitris Drossos, Geroge M. Giaglis, George Lekakos, Flora Kokkinaki and Maria G.
Stavraki, identifies a series of variables which, traced based on their frequency of appearance in the sector literature, lead to the formulation of hypotheses which will subsequently be verified and possibly validated. The figure below presents the cognitive, emotional and behavioral characteristics examined . The focus of the research was oriented as much as possible on factors relating to the message and the medium Hong Kong Telegram Number Data which can be manipulated as needed. SMS Advertising factors for successful campaign first part The variables taken into consideration Geo-localization and timing Geo-localized advertising is considered one of the most effective strategies that mobile advertising has to offer, due to the impact it has on the perception of usefulness of the information, made possible by knowledge of the reference area.
In particular, this type of dynamic would lead to an increase in brand awareness values and inclination to purchase , for example by suggesting a visit to a nearby store. Interactivity Interactive elements within the message aim to elicit a cognitive response , offering the recipient the opportunity to find further information through voluntary interactivity. The creation of a two-way communication channel should therefore lead to a better level of engagement , compared to a one-way campaign. Incentives More research has confirmed the hypothesis of how campaign recipients are more attracted by a potential reward (mainly of an economic nature) from this type of communications.
Stavraki, identifies a series of variables which, traced based on their frequency of appearance in the sector literature, lead to the formulation of hypotheses which will subsequently be verified and possibly validated. The figure below presents the cognitive, emotional and behavioral characteristics examined . The focus of the research was oriented as much as possible on factors relating to the message and the medium Hong Kong Telegram Number Data which can be manipulated as needed. SMS Advertising factors for successful campaign first part The variables taken into consideration Geo-localization and timing Geo-localized advertising is considered one of the most effective strategies that mobile advertising has to offer, due to the impact it has on the perception of usefulness of the information, made possible by knowledge of the reference area.
In particular, this type of dynamic would lead to an increase in brand awareness values and inclination to purchase , for example by suggesting a visit to a nearby store. Interactivity Interactive elements within the message aim to elicit a cognitive response , offering the recipient the opportunity to find further information through voluntary interactivity. The creation of a two-way communication channel should therefore lead to a better level of engagement , compared to a one-way campaign. Incentives More research has confirmed the hypothesis of how campaign recipients are more attracted by a potential reward (mainly of an economic nature) from this type of communications.