Apps or ads ASSIGNMENT 4

APPS OR ADS?

The big marketing question.

• Do you own a smartphone?• Do you use the internet?• Do you use applications?

THE BASIC QUESTIONS

• mobile now accounts for 10 percent of time spent with media

HOW PEOPLE SPEND TIME

ADVERTISERS LOVE THIS

PRESENT ADVERTISING

• Advertisers communicate with users through phone

SMART USE OF PHONE

BUT HOW?

USING APPLICATIONS

WHY APPS?

APPS ARE NOT ADS

APPS ARE COST EFFECTIVE

TIME SPENT ON PHONES OTHER THAN TEXTING, CALL-ING & EMAILING

TIME SPENT ON APPSTIME SPENT ON WEB BROWSERS

THE STATS

18%

82%

CATEGORIES OF APPS

GAMES AND ENT.

42% TIME SPENT ON SMARTPHONES

SOCIAL NETWORKS

31% TIME SPENT ON SMARTPHONES

DISCOVERY

UTILITY

BRANDS

• LESS APPS USED FRQUENTLY• CONSTRAINED MARKETING REAL ESTATE

CHALLENGE TO MARKETERS

APP STRATEGIES

ADD CONVINIENCE

UNIQUE VALUE

• Facebook acquired instagram to increase its social base.

SOCIAL VALUE

• Coca Cola Beach kiosks in Brazil

OFFER INCENTIVES

OFFER ENTERTAINMENT

THE INDIAN PICTURE

• skittish consumers• lack of exclusive content

• high cost of internet-enabled phones and services

THE PROBLEMS

• three out of four users in the country expected to access the net through a mobile phone by 2015

THE EXPECTATION

• mobile advertising at a tenth of the overall digital advertising spend of $400 million (about Rs 2,180 crore )

INDUSTRY ESTIMATES

• Sms based advertising spoiled public perception

LACK OF INNOVATION

• Recent boom in online marketing has led to shopping apps.

RECENT GROWTH

• New app based start ups bring modern ideas and business creations.

RECENT GROWTH

• These slides were created by Siddhant Ahuja, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)

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