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