The use of SMS as marketing technique in intergrated marketing communication
Msindwana, Andile A.
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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.