For mobile devices, think apps,not ads by shubham chaudhary

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Shubham Chaudhary

Presentation on Harvard Business School Case created during internship under Prof. Sameer Mathur, IIM Lucknow.

Marketing

FOR MOBILE DEVICES,
THINK APPS,
NOT ADS
HARVARD BUSINESS SCHOOL CASE

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 &
Entertainment
Social
networks
Utilities
Discovery Brands

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 THESE APPS CAN ADD VALUE
• Add convenience.
• Offer unique value.
• Provide social value.
• Offer incentives.
• Entertain.

Where marketers get it wrong.
• Making bad assumptions
about app use.
• Failing to connect with
users during “me time”.
• Underinvesting in mobile
media.

STATISTICS (1/3)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Aged 12-17
Aged 18-29
Aged 12-17 Aged 18-29
Cell phone 50 45
other 50 55
Internet

STATISTICS (3/3)
82%
18%
Mobile minutes
Apps Web browsers
78%
17%
5%
Google Searches
Home 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.

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.

DISCLAIMER
Created by Shubham Chaudhary, ISM Dhanbad,
during marketing internship under
Prof. Sameer Mathur, IIM Lucknow.
Prof. Sameer Mathur
IIM Lucknow

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For mobile devices, think apps,not ads by shubham chaudhary

1. FOR MOBILE DEVICES, THINK APPS, NOT ADS HARVARD BUSINESS SCHOOL CASE

2. Annoying Mobile App ads

4. 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

5. TYPES OF APPS Games & Entertainment Social networks Utilities Discovery Brands

6. APP CYCLE

7. 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.

8. Around 50% of smartphone users in India don’t use internet due to high data cost..

9. HOW PEOPLE USE MOBILE

10.

11. HOW THESE APPS CAN ADD VALUE • Add convenience. • Offer unique value. • Provide social value. • Offer incentives. • Entertain.

12. Brands with solution

13. Brands with solution

14. Where marketers get it wrong. • Making bad assumptions about app use. • Failing to connect with users during “me time”. • Underinvesting in mobile media.

15. What users are doing.

16. STATISTICS (1/3) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Aged 12-17 Aged 18-29 Aged 12-17 Aged 18-29 Cell phone 50 45 other 50 55 Internet

17. STATISTICS (2/3)

18. STATISTICS (3/3) 82% 18% Mobile minutes Apps Web browsers 78% 17% 5% Google Searches Home Move other Marketers fail to connect utilizing mobile marketing during “me time”.

19. MOBILE MARKETING Same information different devices. Provide lighter version of original site. Deliver a good experience.

20.

21.

22. 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.

23.

24. DISCLAIMER Created by Shubham Chaudhary, ISM Dhanbad, during marketing internship under Prof. Sameer Mathur, IIM Lucknow. Prof. Sameer Mathur IIM Lucknow