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Interactive technology is shaping society and the postmodern world. Whether it is wireless application protocol, video on demand, touch screen computers or short messaging service the influence that these mediums have on the practice of every day life is phenomenal. This essay focuses on the impact of emergent technologies specifically SMS, during the implementation of Integrated Marketing Communication (IMC). This relationship is observable when IMC is broken up into its specific functions and SMS’s impact is compared to each. Explicit examples in relation to the use of SMS as a promotional tool highlights its importance and it finds that the medium of SMS benefits IMC in its endeavor to maintain profitable and nourishing customer relationships. Short Message Service, or SMS is a two-way communications vehicle available on GSM (Global System for Mobile Communication) mobile phones that allows users to send and receive short text messages in near real-time. Text messages must be strictly no more than 160 alpha-numeric characters. Once a message is sent, it is received by a Short Messaging Service Center (SMSC), which must then get it to the requested mobile device. SMS is expressed to have had “accidental success”; w