SMS Marketing: An emergent trend within SMEs

This chapter seeks to extend current knowledge relating to innovative methods in marketing. The authors consider the significance of SMS marketing amongst Small and Medium Enterprises (SMEs) within South Africa and aim to emphasise the various advantages of SMS marketing to SMEs within emerging economies. They look at how SMS marketing has emerged within the Western world and how it could be just as successful in emerging economies. Different factors are considered such as the background to SMS marketing, what SMS marketing entails, the trends of SMS marketing globally and more specifically within South Africa. The authors then discuss the emergent key themes of SMS marketing relating to its most beneficial characteristics such as cost efficiency, reach, and consumer perceptions. The findings offer significant insight into how SMEs can better understand consumer perceptions about SMS and in turn employ SMS marketing as a source of sustainable competitive advantage.