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UKZN Academics Author Chapter on SMS Marketing

2013/09/30 10:13:45 AM

The need for a more cost effective way for small business owners to reach bigger markets motivated MIG academics Dr Ziska Fields and Dr Pepukayi Chitakunye to explore the role of SMS marketing within the emerging SA economy.

Dr Ziska Fields (left) and Dr Pepukayi Chitakunye.Dr Ziska Fields (left) and Dr Pepukayi Chitakunye.

The need for a more cost effective way for small business owners to reach bigger markets motivated School of Management, Information Technology and Governance (MIG) academics Dr Ziska Fields and Dr Pepukayi Chitakunye to explore the role of SMS marketing within the emerging South African economy.

This research was published in a book chapter titled: SMS Marketing which features in the recently released book Marketing in the Cyber Era - Strategies and Emerging Trends, which brings together best practices and innovative approaches for effective marketing in today’s economy.

Fields is the Academic Leader and a Lecturer of Management and Entrepreneurship while Chitakunye, is a senior lecturer in the discipline.

Their chapter, which investigates the significance of SMS marketing among small and medium enterprises (SMEs) in South Africa, is aimed at emphasising the various advantages of SMS marketing to SMEs within emerging economies.

‘We drew on a variety of marketing databases, journals and government reports to show how SMEs in South Africa can benefit from SMS marketing,’ said Fields. ‘We also adopted a multiple methods approach so that we could gain a deeper understanding of the relationship between SMS marketing and small businesses in South Africa.’

The research shows that it is important for SMEs to equip their staff with the necessary skills to explore, and navigate in evolving mobile technology environments. However, it also highlights that much still remains to be investigated within the field of SMS marketing, including how consumers respond to receiving unsolicited messages.

‘Given the increasing consumption of mobile technologies in everyday life, marketing efforts by SMEs should be more focused on reaching their customers through mobile technologies such as SMS marketing, as this would enhance their competitiveness,’ said Chitakunye.

‘Underpinning the SMS marketing communication strategy is a technologically empowered customer and consumer base able to access, produce, manage and share information in the digital environment of the internet, and its associated technological devices.’

Fields and Chitakunye have also written a chapter for a book on research methods and are currently waiting for a response from the editors.

Meanwhile, Fields is working on a book proposal focusing on: Entrepreneurial creativity and innovation in emerging markets, while Chitakunye is working on a book dealing with: Women entrepreneurs in emerging markets.

For more information on the book visit: http://www.igi-global.com/book/marketing- cyber-era/78919

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