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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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