Both of the above cases provide a very good example that how Starbucks uses mobile marketing to achieve several benefits.
- The mobile marketing campaigns linked the real time in store experience to the online virtual community, this is more difficult to access by other online marketing channels.
- It urges customers to develop an engagement with Starbucks, through visiting the stores regularly and interacting with the brand frequently and customers are encouraged by rewarding.
- Provides incentive for conversion, converts the virtual experience to actual sales via offering discount and e-coupon.
- Increases the acquisition, collects the customers data when they download the mobile app and every time they have redemption.
Source: http://spd4290-09810732s.blogspot.com/2010/07/benefits-of-mobile-marketing-campaign.html
