FOR MOBILE DEVICES, THINK
APPS, NOT ADS
HARVARD BUSINESS SCHOOL CASE
Annoying Mobile App ads
Why not in-app ads?We don’t like them.
The fat Finger Effect.
Small screen size.
Ads prove to be useless.
Intrude between work.
4 out of 5 people dislike them
TYPES OF APPS
Games & Entertain
mentSocial
networks Utilities
Discovery Brands
APP CYCLE
FACTS
68% consumers smartphones are used at homes mostly during “me time”.
31% of Americans use mobile as primary way to access internet.
Amazon, Wikipedia, and Facebook all see about 20 % of their traffic from mobile only users.
Around 50% of smartphone users in India don’t use internet due to high data cost..
HOW PEOPLE USE MOBILE
HOW THESE APPS CAN ADD VALUE
• Add convenience.
• Offer unique value.• Provide social
value.• Offer incentives.
• Entertain.
Brands with solution
Brands with solution
Where marketers get it wrong.
• Making bad assumptions about app use.
• Failing to connect with users during “me time”.
• Underinvesting in mobile media.
What users are doing.
STATISTICS (1/3)
Aged 12-17
Aged 18-29
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Internet
STATISTICS (2/3)
STATISTICS (3/3)
82%
18%
Mobile minutesApps Web browsers
78%
17%
5%
Google SearchesHome Move other
Marketers fail to connect utilizing mobile marketing during “me time”.
MOBILE MARKETING
Same information different devices.
Provide lighter version of original site.
Deliver a good experience.
Marketing
Channels
Mobile ad campaign
s
Apps
SMS campaign
s
Mobile first web design
others
EMAIL MARKETING
Effective in drive repeat traffic back to mobile app and to website.
Lowest cost, highest yield way.Email’s most redeeming feature is the ability to measure repeat, sustained user attention.
An email is, by definition, a unique identifier.
EXAMPLE
DISCLAIMERCreated by Shubham Chaudhary, ISM Dhanbad,
during marketing internship under Prof. Sameer Mathur, IIM Lucknow.
Prof. Sameer MathurIIM Lucknow