Convenience and ease of access to services and even products against security risks are the technical tradeoffs society has to deal with. Mobile Marketing is one of the technical provisions that has increased convenience in accessing business customers through mobile phones. Currently, the majority of the people in the global society own mobile phones, indicating that mobile marketing is becoming a predominant practice. People can transact, invest, get support services and access their advertisement information all through mobile applications on their mobile phones thanks to mobile marketing. However, like many technological solutions, mobile marketing presents many benefits and many risks to users.
The business society is widely adopting mobile marketing for several reasons. Apart from the ownership of mobile phones, mobile activities like marketing appear to be convenient and present many solutions to businesses and consumers in the globalized society (Oztas, 2015). Furthermore, its ability to make customers access the business services and information at any time and from anywhere without physically going to the buildings saves time and resources for many. As a result, many people have found it helpful and have seen its increased adoption globally, as evident in the image below.
One of the positive factors of mobile marketing that makes it highly attractive is the self-service technology (SST) (Oztas, 2015). The fact that customers can do the search and reading of information by themselves and perform other inquiry services on their own gives them the positive perception of being in control of their business activities and behaviors. It creates satisfaction and makes it easier for businesses to reach many users with little resources and expediently. Without having to move from one desk to another and hire several people to offer the services, mobile marketing put all the information in one application easily accessible through a click as in the image below.
However, accessing information for mobile marketing comes with a lot of threats and risks. Many people have lost their info, data, and even money. Mobile marketing is vulnerable to several cybersecurity threats and crimes that make accessing personal data and information easier since some criminals disguise themselves in marketing products (Oztas, 2015). As a result, it has been easier to access personal information by unknown and unauthorized people, leading to substantial financial losses. It is also easier for criminals to hack into mobile platforms and conduct several transactions, making it highly insecure than physical marketing.
Oztas, B. B. (2015). The Increasing Importance of Mobile Marketing in the Light of the Improvement of Mobile Phones, Confronted Problems Encountered in Practice, Solution Offers and Expectations. Procedia – Social and Behavioral Sciences. 195(3), 1066-1073