Author Question: What are the implications for marketers given that mobile users spend over 70 of their smartphone ... (Read 23 times)

nevelica · **on:** Jul 7, 2018

What are the implications for marketers given that mobile users spend over 70 of their smartphone time using apps and that on average, users only use about 26 apps a month?

What will be an ideal response?

Question 2

All of the following are benefits of using models for decision support EXCEPT

A) it is easier to manipulate a model than a real system.
B) you can find out probable outcomes of an action before actually taking it.
C) using well-designed models always guarantees you success in implementation.
D) the cost of a model is usually much lower than manipulating the system in implementation.

fdliggud · **Reply #1 on:** Jul 7, 2018

Answer to Question 1

The implications for marketers are quite clear: if consumers are primarily using apps rather than browsing the Web on their mobile devices, marketers need to place ads in apps where most of the action is for attracting consumers, and that means social, entertainment, and game sites. Second, if mobile consumers only use, on average, 26 apps, then marketers need to concentrate their marketing in these popular apps, let's say, the top 100. Niche marketers, on the other hand, can concentrate their ads in apps that support that niche. A distributor of diving equipment, for instance, could place ads in apps devoted to the diving community. There may not be many users of the app, but those who do use it are highly motivated on the topic. Another implication for marketers is that rather than focus on mobile display ads that are difficult to read, the best ad may be an app that directly serves customer interest or an ad in an app that is precisely targeted to the consumer's current activities and interests. For instance, ads in newsfeeds, or pre-roll ads prior to music or video, will do much better than display ads placed elsewhere.

Answer to Question 2

C