The role of the innovative technologies cannot be overestimated in the modern world. It should be stated that the Internet, mobile telephones and other innovative items are successfully used for communicating advertisements. The short messages on the mobile telephones are usual for students in campus and they use them as one of the main means for communication.
The companies actively use mobile coupons for informing and attracting customers to their shops. However, the problem has already risen of whether these mobile coupons are interesting or they are considered as annoying for campus students. Therefore, the main idea of this paper is to consider whether mobile coupons are useful or the newspaper advertising still remains the most preferable type of promotion.
One of the main advantages of the mobile coupons is the relevancy and timeliness of the advertisements (Wray & Plante, 2011). Moreover, the cost of the mobile ads is lower than the ads in the newspaper and companied understand it. Customers should not search for the information in the newspapers, they are not to cut and save the newspaper coupon and hand it always near in case of the urgent necessity as people may always have a mobile telephone with them.
This is really important for students who live in the constant movement. The SMSs are not bothering in most cases and in case of the coupon uselessness people may just delete the message. To the word, SMS and MMS are the main means of communication among students, and if the companies want to attract their attention, they are to do it via the devices they are interested in. Additionally, more ads (coupons) reach the addressee that increases the sales.
However, there are some disadvantages of the mobile coupons which are discussed and which may impact customers’ satisfaction with the company services. First of all, it should be stated that the redundancy of the information becomes a real problem for modern people. If they get more and more data which is not interesting for them, the problem just increases. Spam is the problem which spreads with the mobile coupons delivery.
Students are indented to delete the message without reading it attentively as receiving about 10-15 messages with the similar advertising offers is annoying (Dickinger & Kleijnen, 2008). Moreover, the newspaper coupons do not require additional downloads while using some of the mobile coupons people are to download the particular software which may be inconvenient for some groups of people.
Therefore, it may be concluded that there are two sides of the mobile coupons, positive and negative. On the one hand, the information delivery over the telephone is the fastest and the most convenient means of services for students as in this case they do not have to do anything except for reading the SMS or MMS and saving those in the mobile memory for using further.
On the other hand, too much information and its fast flow may lead to customers’ consideration of the mobile coupons as spam which does not deserve students’ attention and the messages will be deleted without attentive reading.
Moreover, the awareness of the technological aspects may be required which points at the restricted number of people who may use those coupons and others will still refer to newspaper ads which are convenient for them. One of the main ways for reducing the negative aspects of the mobile coupons is to educate the clients how the software should be downloaded and do not abuse the services.
Dickinger, A., & Kleijnen, M. (2008). Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons. Journal of Interactive Marketing, 22(3), 23-39.
Wray, J., & Plante, D. (2011). Mobile advertising engine for centralized mobile coupon delivery. International Journal of Management & Marketing Research (IJMMR), 4(1), 75-85.