Original Research

SMS marketing: It's place in mobile commerce and opportunity in the South African market

Frik Jansen van Ryssen
Acta Commercii | Vol 4, No 1 | a51 | DOI: https://doi.org/10.4102/ac.v4i1.51 | © 2004 Frik Jansen van Ryssen | This work is licensed under CC Attribution 4.0
Submitted: 05 December 2004 | Published: 05 December 2004

About the author(s)

Frik Jansen van Ryssen, Cyclone Projects & Consulting, South Africa

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Abstract

This article investigates Short Message Service (SMS) Marketing's place in the world of mobile commerce (m-commerce). The article also investigates the opportunity that SMS Marketing presents in the South African market. The article indicates a couple of clear guidelines and implications for marketers on how to approach the challenge presented by technological advances that allowed this new trend of mass- and personalised marketing messages via SMS. Advances in the m-commerce field are predicted, and an indication of the proposed target market is provided. Of these devices, the cellphone is the most relevant to the article, because it is the main vehicle through with SMS's are sent and received. It is concluded that SMS Marketing requires a great amount of investigation by every marketer and that continuous monitoring will be required in order for companies not to fall behind or be caught napping by competitors.

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