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Use of Short Messaging Services (SMS) in Digital Marketing

Cell phones and SMS have existed for many years as a means of communication. According to Munshi and Munishi (2012, 193), SMS provide a direct communication and are therefore suitable for use in digital marketing. Markedly, their use is increasing, and it is projected that by the year 2017, over 4.8 billion people shall access cell phones in the world (Munshi & Munishi , 2012,195).

Yannopoulos (2011, 18) suggested that SMS are very précised, so when it comes to marketing, the consumer understands the content very fast as opposed to old methods of marketing. Chaffey (2013, 63) also supports this by stressing that the use of SMS has enabled business community to meet their customers strategically………………………………………

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