Alexander Usuanlele

 Blog: Marketing Advantages of Mobile Phones and Tablets

Technological advancements, especially the introduction of smartphones and mobile phones, have allowed companies to enhance sales. Due to the decreased usage of traditional marketing channels such as newspapers and televisions, organizations have devised ways of communicating with consumers through mobile phones and tablets. The strategy allows marketers to reach a broader audience and increase sales. Engaging with buyers and providing feedback through mobile phones promotes consumers’ loyalty. Although there are differences in the way people perceive information, mobile marketers can constantly review the apps to respond to the customers’ queries.

Advantages Marketing Through Mobile Phones and Tablets

            Mobile devices and tablets have become effective tools that many organizations use to market their products and services online. This strategy enables small entrepreneurs to reach their target customers at lower charges or without costs; hence, it is cheaper than traditional channels such as television and radios (Khalufi et al., 2019). Tablets and mobile phones enable companies to respond to their client’s issues and modify products based on their demands. Through mobile marketing, customers can easily view the comments from other buyers, which speeds up their purchasing decisions. Various mobile marketing techniques such as sending short messages are crucial in attracting consumers’ attention.

How Mobile Marketing Allows Increased Sales

            Marketing through mobile phones and tablets has led to the success of many brands in the current generation. Research indicates that people spend over five hours on their phones for various reasons (Khalufi et al., 2019). Therefore, advertising a product or service through these gadgets increases awareness and sales. Since many people use phones and tablets, consumers can directly participate in the company’s marketing campaigns. Customers share information about new products with their friends and families, which leads to increased awareness. Interaction among product users through social media platforms found on mobile gadgets and tablets allows other people to be familiar with the existing goods.

Mobile Marketing Campaigns and Consumers’ Loyalty

            In the current competitive market, companies require many loyal customers to remain relevant. Firms can create committed buyers by building strong relationships with consumers. Mobile phones and tablets promote continuous communication with clients, which enhances their loyalty toward particular brands. Current and organized information makes customers feel appreciated, which makes them continue to seek the firm’s products and services (Bahtar, 2018). Through these devices, sellers provide customers with special deals and information about new goods and services from time to time. Therefore, this strengthens their relationships and their loyalty toward the brand.

Solutions to Mobile Marketing Constraints

            Despite the advantages associated with product promotion through mobile phones and tablets, the strategies face multiple challenges that require marketers to identify viable solutions. Since it is challenging to determine how the audience perceives information, companies should continuously engage consumers and respond to their queries to understand their thoughts and views. Mobile marketers must continuously invent new operational measures to prevent imitation by rivals. Mobile marketers must assure consumers that their data is safe and cannot reach other firms to avoid fear among buyers. Effective solutions to challenges that arise from product promotion through tables and mobile devices promote the survival and profitability of businesses.

            Mobile phones and tablets have provided the organization with modern strategies for increasing market share and brand awareness. Unlike traditional advertisement channels, mobile marketing allows firms and small entrepreneurs to reach a broader audience at an affordable cost. The freedom to share product information through tablets among consumers plays a crucial role in promoting product awareness. Mobile phones and tablets are effective modern marketing tools that many firms should embrace.             

Violated Mobile Marketing Law

The specific mobile marketing law that AT&T violated is mobile cramming. This violation involved AT&T company planning illegal third-party charges and including them on their consumers’ phones bills without their consent.

These charges were based on the exchange of subscriptions of specific text messages and ringtones, relationship advice containing love, factoids, and horoscopes. It is important to note that AT&T was not the only offender for this crime, and it also involved Acquinity and Tatto companies. This unethical marketing move led to a crime that later cost AT&T millions meant to refund the customers.

Consumer Negative Consequences

The key negative consequence of AT&T  mobile cramming was cost. In other words, the customers were paying an extra fee that amounted to $9.99 on these subscriptions despite not having ordered or used the service. The most unfortunate thing is that some of the customers continued being charged on their mobile bills for years without their realization.

Therefore, the little charges accumulated over time for individuals, leading to large costs. On the other hand, the companies and institutions involved had increased expenses without increased productivity. Mobile cramming involves spamming on the client, which utilizes IT resources and is also time-consuming to eradicate spam. Also, spams are time-consuming for customers because they have to spend time clearing junk mail. Moreover, spams annoy most customers.

Possible Penalties Levied on AT&T for Legal Considerations Violations

Obviously, when a company violates any legal violations, it must receive some penalties. These penalties can be monetary or even suspension of licenses to operate for a given period. In the case of AT&T, it received a penalty of paying refunds to its customers, which amounted to $88 million. This penalty was imposed by the Federal Trade Commission, commonly known as FTC. These refunds were to be given to 2.7 million AT&T  customers.

Among them were 2.5 million current customers and 300,000 older customers(“FTC Providing Over $88 Million in Refunds to AT&T Customers Who Were Subjected to Mobile Cramming”, 2016). AT&T was expected to pay these refunds within 75 days, where each customer was to receive a check for $31. The FTC also stated that the checks would be void if 60 days lapsed without them being cashed.

Also, AT&T received a fine that amounted to $105 million due to a violation n of the CAN-SPAM Act. Note that AT&T was the one to incur the transaction costs of refunding because, according to FTC, customers should neither pay nor provide account details to offset refund checks.

Mobile Marketing Campaign Actions Which Lead to Ethical Promotions.

There are two key actions for a mobile campaign marketer to remain ethical. The first practice is obtaining the customers’ consent whenever the marketer participates in mobile campaigns. The marketers should send consent forms t customers via emails or at least a message that requests the consumer to permit them to receive the mobile promotion messages or emails.

The second action is that the marketer should always give the customers an opt-out option on the marketing campaign (Scholz & Duffy, 2018). In other words, if the mobile marketer sends the messages, they should have a code that the customer to say no to the promotion. Alternatively, if the emails are sent, they should have an unsubscribe link that customers can use anytime they consider opting out. Additionally, the mobile marker should honor the customer’s request to opt-out without confusing extra requirements.

To view the exact case proceeding please check out the recorded video below. FTC Chairwoman Edith Ramirez will join FCC Chairman Tom Wheeler and State Attorney Generals representing all 50 states and the District of Columbia to announce a major U.S. government enforcement action against AT&T (Joint Press Conference Announcing AT&T Mobile Cramming Settlement, n.d.)

https://www.ftc.gov/media/71074

References

FTC Providing Over $88 Million in Refunds to AT&T Customers Who Were Subjected to Mobile Cramming. Federal Trade Commission. (2016). Retrieved 10 April 2022, from https://www.ftc.gov/news-events/news/press-releases/2016/12/ftc-providing-over-88-million-refunds-att-customers-who-were-subjected-mobile-cramming.

Joint Press Conference Announcing AT&T Mobile Cramming Settlement. (n.d.). Federal Trade Commission. Retrieved April 10, 2022, from https://www.ftc.gov/media/71074

Scholz, J., & Duffy, K. (2018). We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services, 44, 11-23.

Written by

Alexander Usuanlele

References

Bahtar, A. (2018). The usage of mobile application and customer loyalty. Journal of Fundamental and Applied Sciences, 10(5), 639-646. https://www.researchgate.net/publication/325247275

Khalufi, N., Shah, ,., & Iqbal, Q. (2019). Effectiveness of mobile marketing on the customer’s experience in Kingdom of Saudi Arabia: A social media perspective. Expert Journal of Marketing, 7(2), 100-111. https://marketing.expertjournals.com/ark:/16759/EJM_710khalufi100-111.pdf

Alexander Usuanlele

 Blog: Marketing Advantages of Mobile Phones and Tablets

Technological advancements, especially the introduction of smartphones and mobile phones, have allowed companies to enhance sales. Due to the decreased usage of traditional marketing channels such as newspapers and televisions, organizations have devised ways of communicating with consumers through mobile phones and tablets. The strategy allows marketers to reach a broader audience and increase sales. Engaging with buyers and providing feedback through mobile phones promotes consumers’ loyalty. Although there are differences in the way people perceive information, mobile marketers can constantly review the apps to respond to the customers’ queries.

Advantages Marketing Through Mobile Phones and Tablets

            Mobile devices and tablets have become effective tools that many organizations use to market their products and services online. This strategy enables small entrepreneurs to reach their target customers at lower charges or without costs; hence, it is cheaper than traditional channels such as television and radios (Khalufi et al., 2019). Tablets and mobile phones enable companies to respond to their client’s issues and modify products based on their demands. Through mobile marketing, customers can easily view the comments from other buyers, which speeds up their purchasing decisions. Various mobile marketing techniques such as sending short messages are crucial in attracting consumers’ attention.

How Mobile Marketing Allows Increased Sales

            Marketing through mobile phones and tablets has led to the success of many brands in the current generation. Research indicates that people spend over five hours on their phones for various reasons (Khalufi et al., 2019). Therefore, advertising a product or service through these gadgets increases awareness and sales. Since many people use phones and tablets, consumers can directly participate in the company’s marketing campaigns. Customers share information about new products with their friends and families, which leads to increased awareness. Interaction among product users through social media platforms found on mobile gadgets and tablets allows other people to be familiar with the existing goods.

Mobile Marketing Campaigns and Consumers’ Loyalty

            In the current competitive market, companies require many loyal customers to remain relevant. Firms can create committed buyers by building strong relationships with consumers. Mobile phones and tablets promote continuous communication with clients, which enhances their loyalty toward particular brands. Current and organized information makes customers feel appreciated, which makes them continue to seek the firm’s products and services (Bahtar, 2018). Through these devices, sellers provide customers with special deals and information about new goods and services from time to time. Therefore, this strengthens their relationships and their loyalty toward the brand.

Solutions to Mobile Marketing Constraints

            Despite the advantages associated with product promotion through mobile phones and tablets, the strategies face multiple challenges that require marketers to identify viable solutions. Since it is challenging to determine how the audience perceives information, companies should continuously engage consumers and respond to their queries to understand their thoughts and views. Mobile marketers must continuously invent new operational measures to prevent imitation by rivals. Mobile marketers must assure consumers that their data is safe and cannot reach other firms to avoid fear among buyers. Effective solutions to challenges that arise from product promotion through tables and mobile devices promote the survival and profitability of businesses.

            Mobile phones and tablets have provided the organization with modern strategies for increasing market share and brand awareness. Unlike traditional advertisement channels, mobile marketing allows firms and small entrepreneurs to reach a broader audience at an affordable cost. The freedom to share product information through tablets among consumers plays a crucial role in promoting product awareness. Mobile phones and tablets are effective modern marketing tools that many firms should embrace.             

References

Bahtar, A. (2018). The usage of mobile application and customer loyalty. Journal of Fundamental and Applied Sciences, 10(5), 639-646. https://www.researchgate.net/publication/325247275

Khalufi, N., Shah, ,., & Iqbal, Q. (2019). Effectiveness of mobile marketing on the customer’s experience in Kingdom of Saudi Arabia: A social media perspective. Expert Journal of Marketing, 7(2), 100-111. https://marketing.expertjournals.com/ark:/16759/EJM_710khalufi100-111.pdf