There are many types of mobile social media classification, with reference to the table above. With the advancement of technology, mobile has allowed applications to be more location-sensitive, therefore more people use space-timers application to advertise, for example dining areas or the location of consumer’s activities. People want to know information quicker as well, so they opt for quicker methods such as quick-timers and space-timers. Starbucks mobile application is an example of a quick-timer, where they update promotions and new launches on their social media platforms.
Starbucks heard their customers needs and they came up with mobile marketing techniques that engaged their coffee lovers. Starbucks has a strong customer base because it is located everywhere and this brings convenience to users, the 1-for-1 promotions makes it even harder to resist.
Mobile marketing statistics in 2018 showed that 90% of users who own smart phones use apps more than browsers. Therefore consumers are more open to mobile apps compared to mobile sites.
Starbucks came up with a ‘mobile order and pay’ service. Through the app, users would be able to pay for their drinks online. They can also make orders beforehand, for example maybe while still in the office, users can make their order first instead of waiting in the queue at the store.
The rewards system is also really attractive, the more you buy the more rewards you can redeem. Free refills and customisation is available too!
What is even better is the Starbucks app is synced with Spotify so the music played in store can be saved into your playlist. Students who study at Starbucks, good news for you!
Creating a good user experience for customers makes the business increase it’s brand position. When people talk about coffee naturally one would think of Starbucks and not Coffee Bean. This is because they keep coming up with new ways to bring more convenience to their customers and are moving forward with the use of better technology.
They even generate useful user-generated content, things that a user would want to know and not spam notifications. They follow the trend, nowadays users spend a lot of time on their mobile phones, so creating marketing techniques for mobiles was very effective. Users will buy more and this generates more sales for Starbucks.
Starbucks targets mainly 2 groups of people, the Victims and the Patrons. Victims are people who receive information and messages from Starbucks as the company is aware of them without permission because they are already members of the Starbucks community. Patrons willingly give their consent to Starbucks to contact them because they want updates and news of promotions.
The Starbucks mobile app falls under Quick-timers in the mobile social media applications classification. Where Starbucks would post news on mobile devices through their app, increasing immediacy and spread quicker at the same time become more user friendly.
Personally, I don’t fancy coffee but being part of the Starbucks loyalty program and their efficient marketing efforts. Whenever there is 1-for-1 promotions, I would go ahead and get it because the pricing makes Starbucks more affordable. Paying through the Starbucks app allows me to collect stars as well! Do you use the Starbucks app too?