To popularize their products the manufactures have to do publicity of their products. To do publicity, manufactures are often seemed to do marketing the products through newspaper advertisements or radio and Television advertisements al well. After the improvement of Internet they started to use the email marketing process to give their products more limelight. But from early 21st century it was seemed that the mobile phones are gaining rapid popularity and the mobile population was increasing in large number day by day. After that the Short Message Service or simply SMS was starting to gain some huge popularity. After the improvement of SMS technology and seeing its low cost nature manufactures decided to do market their products through SMS.

If you are owner of a mobile phone then you must receive some promotional offers by your mobile service provider. These are all the parts of SMS marketing. In this concept of SMS marketing, manufacturers or marketing agencies do send some text message; consist of maximum of 160 characters, to you with important information regarding their product. You must be aware of the fact that promotional SMS of some manufacturers are coming on your mobile phone, which is neither your service provider nor you subscribed for their product any day. Now a question must come to your mind! How they got their mobile number? These types of manufacturers often get your number from your service provider or from some other source like your friends or known ones. Some times the SMS marketing messages are regarded as Spam. It is really irritating for the mobile phone owner to receive same promotional for multiple times.

Now some other facts and figures of SMS marketing for you! In these days companies are even sending innovative mobile coupons. The researchers say that people do use the mobile coupons 300 times more than the normal coupons. Companies usually send SMS to the subscribers to maintain a good customer-dealer relationship status sometimes. They also send SMS frequently to gather the customers' feedback within span of some days.

The effective SMS marketing model can be divided into two different variables. Here are some dependent and independent variables present in the SMS marketing model according to the research analysts. According to them the description of the success factors of the different components are included in the field of independent variables. Here are two types of dependent variables. First one is the Message Success Factor. The Message Success Factors of the SMS marketing are Contents, Personalization, and Consumer Control. The other success factors are the Media Success Factor and it includes Device Technology, Transmission Process, Product Fit, and Media Cost as its components. The Dependent Variable of Effective SMS Marketing model is the success measures of it. The success measures of this model are Consumer Attention, Consumer Behavior, and Cost Ratios.

Now if you exclude those drawbacks mentioned earlier the SMS Marketing process has a bright future. But the companies should remember the importance of the mentioned components before using SMS as their marketing weapon.