Those itsy-bitsy ads on your smartphone? They don’t work and no one likes them, says Harvard Business School’s Sunil Gupta. In his article from HBR’s March issue, “For Mobile Devices, Think Apps, Not Ads,” Gupta says that instead of buying tiny banner ads, marketers should create apps that add value to consumers’ lives and enhance long-term engagement with their brands. His research shows that consumers are most won over by apps that do the following: add convenience, offer unique value, provide social value, give incentives, or entertain.
Q1: Are mobile ads an effective way to reach consumers? Why?
Q2: Do you agree w/ @guptsunil's premise that marketers should create apps not ads?
Q3: How can marketers best reach and engage people via mobile? Examples of creative approaches you’ve seen?
Q4: What mobile apps do you use most and why?
Q5: What apps do you have that you never use?
- — VizwerxGroup (@VizwerxGroup)Thu, Feb 21 2013 10:05:23A1: Would think they must be effective for some folks or there wouldn't be so many. Don't personally find them useful. #hbrchat
- — Lisa03755 (@Lisa03755)Thu, Feb 21 2013 10:05:28A1: Consumers won over by apps that "add convenience, offer unique value, provide social value, give incentives, or entertain" #HBRchat
- — Matt Gorman (@Matt_Gorman)Thu, Feb 21 2013 10:06:01Not being a branding guru, I suppose the subliminal impacts can be real if even ads are ignored at the conscious level. #hbrchat
- — Damarque (@DamarqueViews)Thu, Feb 21 2013 10:06:21
- — John R. Bell (@JohnRichardBell)Thu, Feb 21 2013 10:07:41Q1: Where there is a medium, there is opportunity for a message. In mobile, the quality of the intrusion (the ad) must be gr8. #HBRchat
- — LaTonya Wilkins (@LaTonyaWilkins)Thu, Feb 21 2013 10:08:01A1: Subtle adds are fine as a tradeoff to a free service. However, ads are not helpful when they are intrusive or persistent. #hbrchat