The art of mistiming: How interruptions make mobile coupon campaigns effective

Abstract

With the explosion of the mobile web, companies and brands are relying more and more on inbound marketing, focusing on generating dialogues and providing customers with more relevant and customized ad content. Interruptions, which were often used as attention-grabbing tactics, seem to be obsolete with rising privacy concerns. However, in this era of permission and relevance-based marketing, the authors conducted an SMS marketing field experiment with fast food brands to demonstrate how message design and targeting can drive interruptions via mobile devices to generate more awareness, redemptions and future purchase intentions of the brand.