The use of SMS as marketing technique in intergrated marketing communication
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Date
2002
Authors
Msindwana, Andile A.
Mulder, Dalme
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Free State
Abstract
The 20th century had been characterised by technological
developments that had revolutionised communication on a global
stand. The development from the stone-age type of communication to
present advancements has led to a significant change in how personto-
person and long distance communication take place.
Mobile telephone technology has brought better and affordable modes
of communication that have kept the world communicating. The short
message system (SMS) provides an extremely cheap way of interactive
communication and its popularity has reached explosive heights with
consumers - witness the demand at networks such as Vodacom,
Mobile Telephone Network (MTN) and lately Cell C in South Africa.
Big companies are beginning to realise that much dividends are to be
reaped from using SMS as a form of communication with their
customers, especially within the integrated marketing communication
context.
This article explores the experiences of learners (residing in the
University of Free State hostels) with the SMS as marketing
communication technique. It also sets out to examine their reaction
to SMS communication. The perception of UFS learners about SMS
marketing and how it can be tailored to give the maximum impact
used in an Integrated Marketing Communications (IMC) program are
also investigated. A brief overview is given of the problems and
challenges that this new form of marketing communication can create.
Most importantly, the article sets out to consider the importance of
SMS marketing as an element of IMC.
Description
Keywords
Integrated marketing communication (IMC), Technology, Short message system (SMS)
Citation
Msindwana, A. A., & Mulder, D. (2002). The use of SMS as marketing technique in intergrated marketing communication. Communitas, 7, 61-86.