1. Why are m-coupons better than traditional paper coupons?
2. What are the risks involved with mobile marketing and m-coupons?
3. What are the privacy issues involved with mobile marketing and m-coupons?
4. How can the café benefit from collecting and tracking the response rates of m-coupons by the customers?
5. How can the café benefit from tracking if an m-coupon is forwarded to another cellphone?
As in the recent times we are living, everything which is essential to our basic needs has attained skyrocketing prices. Therefore the use of free printable on-line coupons have been of great help as it provides the customers with huge discounts as well as financial savings for their everyday purchases. The reason they are better than traditional paper coupons is that there are chances of failure to retain a paper coupon, but the chances of forgetting one’s cell phone in recent times is a rarity. The chances of losing them are also rare as they tend to be present in one’s phone all the time. The m-coupons reduce the wastage of paper as well as can be deleted whenever it expires. It also provides new prospects of marketing for a company and also provide jobs to the increasing number of software developers. In summation they are very low cost, easily traceable and have much better refurbishment amount which is not proper in paper coupons.
With the introduction of mobile marketing there are always security risks involved, like the hacking of the security mainframe and stealing vital information or incapacitating it. The entry into the digital age also nudges the firms to be weary of the hackers by providing a safe firewall and antivirus programs which will provide in the safekeeping of the consumer numbers and personal information. Some of the risks also involve the political, legal as well as economic liabilities of the company as there are still certain sections of people who don’t own a smart phone or who might be uncomfortable about the push notifications that are held to be intrusive by them. The start-up cost of introduction of m-coupons and mobile marketing is also very high which might be an economic liability for the companies.
The m-coupons are delivered to the customer generally through Wi-Fi, therefore the connections should be data encryption enforced or it might be vulnerable to attacks. The mobile devices have to be prepared to be protected from virus as they are not immune to such attacks, therefore it is one of the major concerns. The use of RFID and LBS by the marketers provide them feeds on the location of the customers but is also one of the major concerns for the defilement of privacy of the customer.
How can the café benefit from collecting and tracking the response rates of m-coupons by the customers?
One of the advantages of tracking and collecting the response rates of the customers provides information about how well the marketing concept is reaching out to the customer and also to measure the use of the m-coupons by the customers. The time period of the coupons can also be verified through this process and also another coupon can be provided to the customer as free for the purpose of survey which may verify that whether the customer is viable for repeat business. The m-coupons might also help to access the customers using them for the purpose of feedback.
The forwarding of an m-coupon to another person can be compared as a form of verbal reference for the company in their sector of business. It can act as a provider of good faith if the product is good as people will recommend it to their personal contacts or they may also refer it to be a bad choice. But still it will be a form of marketing for the company so that people are aware of its products and expose more people to one’s business.
Dickinger, Astrid, and Mirella Kleijnen. ‘Coupons Going Wireless: Determinants Of Consumer Intentions To Redeem Mobile Coupons’. Journal of Interactive Marketing 22.3 (2008): 23-39. Web.
Im, Hyunjoo, and Young Ha. ‘Enablers And Inhibitors Of Permission-Based Marketing: A Case Of Mobile Coupons’. Journal of Retailing and Consumer Services 20.5 (2013): 495-503. Web.
Jung, Sung Min, Seong Do Cho, and Sang Hee Kim. ‘Consumers’ Psychological Responses To Mobile Coupons And The Comparison With Paper Coupons’. kmr 44.1 (2015): 27. Web.
Reichhart, Philipp, Christian Pescher, and Martin Spann. ‘A Comparison Of The Effectiveness Of E-Mail Coupons And Mobile Text Message Coupons For Digital Products’. Electronic Markets 23.3 (2013): 217-225. Web.