Reprint: R1303D
Many companies envision mobile ads becoming an integral part of their communications strategies. But there’s a growing consensus that ads don’t work on mobile devices; consumers just don’t like them. Instead of creating tiny banner ads, smart marketers will turn to apps to reach customers and engage them.
Effective apps will do one of the following:
“Mobile advertising” is often a hollow phrase, but mobile apps can enable marketers to communicate with consumers in a format that enhances their lives and offers long-term value.
Like most professionals, I carry a smartphone. Although I use it frequently for e-mailing with colleagues or texting with my family, I also use its apps to find information or to entertain myself. And as I navigate its 3.5-inch screen, I routinely encounter something else: a growing stream of itsy-bitsy advertisements.
HBR Learning
