With the explosion of the mobile web, companies and brands are relying
more and more on inbound marketing, focusing on generating dialogues
and providing customers with more relevant and customized ad content.
Interruptions, which were often used as attention-grabbing tactics, seem
to be obsolete with rising privacy concerns. However, in this era of
permission and relevance-based marketing, the authors conducted an
SMS marketing field experiment with fast food brands to demonstrate
how message design and targeting can drive interruptions via mobile
devices to generate more awareness, redemptions and future purchase
intentions of the brand.