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App dragon (no date) mobile SMS. [Online] Available from: [Accessed 17 March 2014].

BloombergBusinessweek (2008) Market research on the cheap. [Online] Available from: [Accessed 18 March 2014].

Boundless (no date) Marketing innovation trends. [Online] Available from: [Accessed 9 March 2014].

Chaffey, D. & Mayer, R. & Johnston, K. & Chadwick, E. F. (2003) Internet marketing strategy, implementation and practice. 2nd edition. London, Prentice Hall.

Cherry london (2012) Marketing society awards. [Online] Available from:…/O2%20Priority%20Moments.pdf

[Accessed 10 March 2014].

Facebook (2011) Why Facebook marketing is important in promoting businesses nowadays? [Online] Available from: [Accessed 15 March 2014].


Gray, A. (2013) Brilliant social media how to start, refine and improve social media business strategy. United Kingdom, Pearson Education.


Harvard Business Review (nodate) Customer intimacy and other value disciplines. [Online] Available from: [Accessed 12 March 2014].


Kaushik, A. (nodate) Facebook advertising/ marketing: best metrics, ROI, business value. [Online] Available from:[Accessed 8 March 2014].


Mobile operators association (no date) Stats and facts. [Online] Available from: [Accessed 3 March 2014].

Ready to SMS (no date) Benefits of using online SMS. [Online] Available from: [Accessed 10 March 2014].

Smith, E. B. (2001) Sams teach yourself facebook for business in 10 minuets. United States of America, Pearson Education.


SMSP (no date) SMS platform: mobile marketing software. [Online] Available from: [Accessed 3 March 2014].

Social media today (2013) How to use social media for market research. [Online] Available from: [Accessed 3 March 2014].

Textmagic (no date) How long does it take to deliever messages? [Online] Available from: [Accessed 3 March 2014].

Treasey, M & Wiersema, M. (1992) Customer Intimacy and other value disciplines. Harvard Business Review, Jan – Feb, 84-93.


Voorveld, A. M. H. & Neijens, C. P. & Smit, G. E. (2011) The relation between actual and perceived interactivity. Journal of Advertising. [Online] 40 (2), 77-92. Available from: Taylor & Francis [Accessed 11 March 2014].



SMS as an interactive marketing tool (12007213)

The second Interactive marketing tool that will be analised is SMS (Short Message Service) marketing.


A good example of a campaign that used this tool is O2’s priority moments when it originally launched as an SMS campaign (Cherry London 2012). Recently however the tool has developed to include a range of social media platforms and mobile applications Cherry London (2012), but this blog will only focus on the early use of SMS. The idea of the campaign was to create loyalty with customers by offering deals and free give aways that only O2 customers could receive. A text would be sent and the user would have to respond with either a text back or using a validation code (Cherry London 2012).


SMS with 3 dimensions of interactivity

User control
With user navigation in mind this is one area where SMS marketing does fall short as a message is only text with a possible URL, this means users don’t have a wide span of control. This could be an advantage though as it could be argued by limiting what users can do it is more likely offers will be taken and more people respond. In terms of the O2 campaign most offers contain website URL’s to allows the user to learn more about the offer which helps them decide whether or not to take the offer up.


Direction of control
SMSP (no date) suggests that SMS marketing is a two way communication tool as it works on the principal that a text is sent to a customer and then the customer is expected to respond to the text with an action. In terms of O2 the user receives an offer from O2 and then has to reply with a code to validate the offer. This completes the 2 way communication.


Textmagic (no date) suggests it takes seconds for a text to arrive from a sender to the receiver. The advantage of this is if people aren’t responding to an offer a new one can be quickly sent out. In terms of the O2 priority moments campaign 5 offers were redeemed every minute of the day (Cherry London 2012).



How SMS demonstrates customer centricity
Again using the same value disciplines model from Treasey and Wiersema shows hoe SMS builds and demonstrates customer centricity.

Businesses build loyalty through customer intimacy (Treasey and Wiersema1992). This is where the O2 priority moments campaign as used as customers feel like they are getting something extra from the business with the free give aways and money off offers.

Services can be improved though product leadership innovation (Harvard Business Review nodate). Boundless (no date) suggests that SMS marketing is still in an innovation phase as new content is being created. Android central (2013) suggests provides are now able to send animated GIFs to customers. This shows customer centricity as the users’ experience is being improved. How well a service is delivered can be determined by its operational excellence (Treasey and Wiersema 1992). SMS marketing is extremely fast almost instant Ready to SMS (no date) which allows companies to choose the best time for customers to receive the message for example not when they are likely to be eating. This shows how businesses are customer centric as messages aren’t sent out at inappropriate times.


How SMS marketing impacts business

Again porter’s value chain is useful to show how the technology can impact a business but Chaffey et al (2003) suggests that using an adaptation of the model for modern technology will be more effective.

In terms of Market research SMS marketing can be used to send quick surveys to customers. App dragon (no date) suggests this is a cost effective way to reach customers. Also data can be collected from users about their interests from what offers they choose to download.

Managing fulfillment is easy with SMS marketing as a company can just out a personalised thank you message, this would be responded in a happy way and customers do appreciate the interaction.

New product services can also be send to customers via SMS which increases interactivity as users could even follow a link to try the new services out.

SMS marketing can be managed in the same way in which a Facebook campaign is using a digital platform to determine what is sent to who and when. This ensures the campaign is as efficient as it can be.



In conclusion both companies have taken a tool and implemented it effectively. However Renaults use of Facebook is truly innovative which is why it could be argued that it was the best campaign.

Mobile operators association (no date) suggests texting is decreasing and internet usage is increasing. Again this suggests that the Facebook campaign is more effective and similar campaigns in the future will be more successful.

Facebook as an interactive marketing tool (12007213)

The first interactive tool that will be analised is Facebook marketing. Facebook has been going for 10 years and has been adopted by many businesses as apart of an interactive marketing strategy.

A good example of a successful Facebook campaign would be Renaults first car to be powered by likes. In essence a real time video of a Renault clio on one side of a seesaw and a like box on the other. Users are asked to like the page in order for a weight to be put in the box and when the clio was raised someone won the car.


Facebook with 3 dimensions of interactivity

It has been suggested that schronology can also be referred to as time Voorveld et al. (2011), in terms of Facebook posting a comment, status or picture is as fast as the internet connection allows, in many cases its almost as fast as it takes to click the mouse (Gray 2013). This means that a business and customers can communicate at a speed close to an actual conversation. This is one of the advantages of Facebook as customers feel closer to businesses.

Facebook (2011) suggests that Facebook is one of the best two way communication tools for marketers, this is because not

only can customers respond to a businesses’ post other people can also comment which increases the dimension of the communication.

Facebook gives its users a wealth of control Smith (2001) this includes navigation and a huge array of control parameters. By doing this users feel more engaged and are more likely to engage with the posts they actually want to see (Kaushik nodate). However due to the level of control Facebook give users people may choose to actively delete the message or post made by a business. To ever come this a business needs to create interesting and engaging content.


How Facebook demonstrates customer centricity

Using Treasey and Wiersema Value Disciplines model can help to understand and demonstrate how Face book shows customer centricity.

Customer intimacy is how a company builds loyalty with its customer’s (Treasey and Wiersema1992). Facebook business pages build loyalty with the content which is posted on a user’s newsfeed. If it is good users are more likely to engage and will start to return to see new updates and over time this builds loyalty. This shows how Facebook is customer centric from its content.

Product leadership is innovation used by companies to improve products/services (Harvard Business Review nodate). Innovations such as creating a new statistic analysis tool for business users and improving the navigation of the site for personal users show how face book is customer centric not only towards the general public but to businesses that use face book as a marketing tool.

Operational Excellence is how a business delivers a product or service to its customers (Treasey and Wiersema 1992). Through the 10 years of operation Face book have modified the news feed to ensure users only see what they want to see which makes the user experience better and more enjoyable.

This shows how face book is customer centric from its operational side.




How Facebook Impacts business

It has been suggested that the original value chain isn’t as suited to be applied to internet and digital areas but using an adaptation of this model can identify value made regarding the newer technology (Chaffey et al 2003).

The first section of the value chain is market research and Face book provides a platform to find out a wealth of information about the user base for a product and business (BloombergBusinessweek 2008).  Social media today (2013) suggests that Face book can produce usable research that a business can use.

The comments customers make on the face book page can be used for new product development. This allows companies such as Renault to create cars in direct response to what consumers need and want.

Social media can be viewed as a new channel to market as customers could purchase products through face book. For example Renault could created an iframe tab linking them to a dealership. This could improve both website traffic and sales.

Where Facebook is great for businesses is its ability to keep customers happy. Renault can see the posts made by customers about their products and can respond instantly. promoted posts can be made to advertise their new products and the response can give an idea of potential sales levels.