Limitations of the Mobile Marketing Campaigns

Although the mobile marketing campaigns successfully retain the brand loyal customers, it has some limitations.

• It is not likely to target the new customers. The campaigns are not able to draw the mass attention, Starbucks are not providing an intention to the new customers to exposure the brand information or encourage a trial.


• Campaigns are not driving to the sale effectively, and they have a limited call-for-action function. “Frappuccino Happy Hour” will only direct to sale after customers attended a period of the campaign (only when customers keep participate the campaign). “myStarbucks app” even has no direct call-for-action to any sale.


• Both of them are inbound mobile marketing, the campaigns will only function after customers installed the specific application.


• The accessibility is relatively low because the mobile app could only function on Apple’s products, includes iPhone and iPad. When compare with the traditional mobile marketing such as SMS, which could function on nearly all kind of mobile phone.

Source: http://spd4290-09810732s.blogspot.com/2010/07/limitations-of-mobile-marketing.html