In today’s age, one of the most innovative ways to communicate with consumers is Bulk SMS. According to a recent UK research, 57% of 18 to 34 year olds regularly interact with a company or brand via SMS from their mobile phone and 60% access mobile Internet content.

The use of Bulk SMS Advertising is also considered an effective communication tool for advertisers since it creates a personalised, one to one relationship between a brand and a consumer.

Bulk SMS advertising targets buyers directly & achieves a high level of interaction, as people never leave home without their mobile phones and rarely switch them off.

Case Study 1: Dunkin Donuts
A two month mobile interactive ad campaign in Italy has resulted in a 9% increase in sales for Dunkin Donuts, according to the two companies that created it.

As a result of an SMS-based marketing campaign, customers were able to get coupons for Dunkin Donuts goods by using their mobile handsets to respond to advertisements displayed on store notice boards, billboards and on the radio.

By sending a short message to the published numbers, users receive an immediate reply featuring a free gift coupon or special offer exchangeable at local outlets.

Sales were reportedly up 9% within the first three weeks of the campaign. By enticing consumers to request special offers, Dunkin Donuts ensures that they achieve a great consumer push without running the risk of breaking down the client relationship by contributing to the wealth of 'spam'. SMS is the perfect way to tap into a vast market of mobile phone users in an environment plagued by a lack of standardization and interconnections.

By ensuring that the power of the SMS medium is put to good use in an ethical way and one which doesn't encroach upon users' privacy is something which was key to the success of campaigns such as this one with Dunkin Donuts.

And Dunkin Donuts' Italian franchisee GianLuigi Contin says that the SMS marketing solution has been a positive brand-building experience: "We are directly reaching our targets with a message they can understand. Cellular coupons are not cute promotions, rather they are serious marketing tools that not only extend the brand but are also directed towards the people we want to reach."

Case Study 2. SMS based social media framework, Finland

Red tail media a company in Finland, asked TelluSys, a technology partner of SMSAdvertising.in to create a SMS proxy gateway for their SMS based friendship network. In this format people could join groups/communities SMS numbers & shortcodes. This format has been really successful, as teens always had mobile phones with them & they can communicate on the go via SMS & interact with a network without the need of internet.

Case Study 3. In-house competition

A company run an in-house competition for its brokers. Each week every broker was sent a personalised SMS detailing where they were on a leader board for financial product sales. This appealed to the competitive spirit of the brokers who were in the running for weekly and a grand prize.

Case Study 4. TV launches SMS-based marketing campaign

Trouble TV, a UK teen channel is using an SMS-based relationship marketing campaign. The campaign encourages viewers of Trouble TV and visitors to its web site (www.trouble.co.uk) to send in by text message, a promotional code that appears on screen every hour between 12pm and 5pm for a two-week period. Participants are entered into a daily draw, with prizes including mobile phones. (This relationship marketing approach also works well with radio).