MOBILE MARKETING STRATEGIES FOR CONSUMER'S ACCEPTANCE OF SMS - A ROMANIAN CASE-STUDY

SMS marketing is the widest spread mobile marketing component in Romania, as well as the most used one globally. Being the only standardized instrument of mobile marketing, SMS was the first mobile phone feature that marketers used to establish a bidirectional communication with their customers. In spite of the increased penetration of smartphones that offer access to newer features and instrument, SMS is still the first choice when it col to mobile marketing due to the fact that it can leverage the campaigns' results if used properly. The purpose of this article is to underline the best SMS marketing strategies in order to keep the company's' customers satisfied.