Tap: Unlocking the Mobile Economy (MIT Press) by Anindya Ghose

Author:Anindya Ghose [Ghose, Anindya]
Language: eng
Format: azw3
Tags: ads, business, communications, cell, phone, market, consumer behavior, advertising, mobile marketing, STS, retail, technology, coupons, marketers
Publisher: The MIT Press
Published: 2017-04-14T04:00:00+00:00

Takeaways for Firms

Start using the baselines in this chapter to test, and learn, and gain greater competitive advantage by exploiting the non-trivial effect of the saliency of your offer on a mobile platform.

Work on improving the saliency of your offer on a mobile platform, because local searches on mobile devices are more likely to lead to imminent in-store traffic and sales than those on desktops.

When working with an aggregator of multiple, often competing, offers, track the effect of your rank on mobile ad impressions and click-through rates, and correlate these with actual in-store redemption rates.

When jostling for saliency in a competitive context, use different discount levels depending on the ranking (saliency) of your offer on the mobile screen, and quantify the resulting coupon redemption rates. A lower rank on the screen can be compensated by a higher discount. Increasing distance between a business and a consumer can be compensated by a higher discount.

Compare consumers’ response rates across devices, because the same exact ad or the same exact coupon will have very different response rates when displayed on a smartphone than on a desktop, based on how salient the offer is on each device. Explore the presentation of ads using eye-tracking technology and use the latest advances in neuroscience.

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