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The Nine Forces that Drive Consumer Behavior in the Mobile Era: A Book Review of Tap by Anindya Ghose



Tap: Unlocking The Mobile Economy (MIT Press) Book Pdf




Do you want to learn how to harness the power of the more than three trillion dollar mobile economy? Do you want to know how the smartphone can become a personal concierge for your customers? Do you want to discover the nine forces that shape consumer behavior in the mobile era? If you answered yes to any of these questions, then you should read Tap: Unlocking The Mobile Economy by Anindya Ghose.




Tap: Unlocking The Mobile Economy (MIT Press) Book Pdf



Anindya Ghose is a global authority on the mobile economy and a professor at New York University's Stern School of Business. In this book, he draws on his extensive research in the United States, Europe, and Asia, and on a variety of real-world examples from companies such as Alibaba, China Mobile, Coke, Facebook, SK Telecom, Telefónica, and Travelocity, to show you how consumers create a data trail by tapping their phones, and how businesses can tap into this trail to offer smarter services, value-seeking offers, and curated experiences.


In this article, we will give you a brief overview of the book's main ideas, insights, and recommendations. We will also provide you with a link to download the book in PDF format for free. Let's get started!


What is the mobile economy and why does it matter?




The mobile economy is the economic activity that is enabled by mobile devices such as smartphones, tablets, smartwatches, etc. It encompasses not only mobile commerce (buying and selling goods and services through mobile channels), but also mobile advertising (delivering ads through mobile devices), mobile payments (transferring money through mobile devices), mobile social media (using social networks through mobile devices), mobile gaming (playing games through mobile devices), mobile health (using mobile devices for health-related purposes), and more.


The mobile economy is a huge and growing phenomenon that affects both businesses and consumers. According to Ghose, the mobile economy is expected to reach $3.3 trillion by 2021, accounting for 4.5% of the global GDP. Moreover, the mobile economy has a multiplier effect, meaning that it generates additional economic value in other sectors, such as transportation, education, entertainment, etc.


The mobile economy also offers unprecedented opportunities for businesses to connect with customers in a more personalized, contextual, and timely manner. By using mobile data, businesses can understand customer preferences, behavior, location, and intent, and deliver customized offers and experiences that match their needs and wants. This can lead to increased customer loyalty, engagement, satisfaction, and retention.


However, the mobile economy also poses significant challenges for businesses. First, they have to deal with the complexity and diversity of the mobile ecosystem, which includes different devices, platforms, operating systems, carriers, networks, etc. Second, they have to respect customer privacy and security, and avoid being intrusive or annoying with their mobile marketing efforts. Third, they have to compete with other businesses that are also trying to tap into the mobile economy and offer similar or better services and value propositions.


How the smartphone can become a personal concierge




Ghose argues that when mobile advertising is done well, the smartphone plays the role of a personal conciergea butler, not a stalker. A personal concierge is someone who knows your preferences, needs, and wants, and provides you with relevant information, recommendations, and offers that enhance your life. A stalker is someone who invades your privacy, annoys you with irrelevant or unwanted messages, and tries to manipulate you into buying something you don't need or want.


How can businesses make their smartphones act like personal concierges for their customers? Ghose suggests that they should leverage the nine forces that shape consumer behavior in the mobile era: context, location, time, saliency, crowdedness, trajectory, weather, social dynamics, and mood. These forces operate separately and in combination to influence how consumers perceive and respond to mobile ads. By understanding these forces and using them strategically, businesses can deliver more effective and engaging mobile ads that benefit both customers and businesses.


Let's take a look at each of these forces and how they can be used to create better mobile ads.


Context: What's going on?




Context refers to the situation or environment in which a consumer is exposed to a mobile ad. Context can include factors such as the type of device used (smartphone vs tablet), the type of app used (social media vs gaming), the type of content consumed (news vs entertainment), the type of activity performed (browsing vs searching), etc. Context can affect how consumers perceive and respond to mobile ads in different ways.


For example, Ghose cites a study that found that consumers are more likely to click on mobile ads when they are using social media apps than when they are using gaming apps. This is because social media apps are more conducive to exploration and discovery than gaming apps, which are more focused on achieving goals and rewards. Therefore, businesses should tailor their mobile ads according to the type of app used by their target customers.


Location: Why geography matters




Location refers to the physical or virtual place where a consumer is exposed to a mobile ad. Location can include factors such as the country, city, neighborhood, street address, zip code, latitude, longitude, altitude, etc. Location can affect how consumers perceive and respond to mobile ads in different ways.


For example, Ghose cites a study that found that consumers are more likely to click on mobile ads when they are closer to the physical store of the advertiser than when they are farther away. This is because proximity increases the relevance and urgency of the offer, and reduces the search cost and travel cost for the consumer. Therefore, businesses should use geofencing and geotargeting to deliver mobile ads based on the location of their target customers.


Time: It's on your side




Time refers to the temporal dimension in which a consumer is exposed to a mobile ad. Time can include factors such as the day of the week, the time of the day, the season of the year, the duration of exposure, the frequency of exposure, etc. Time can affect how consumers perceive and respond to mobile ads in different ways.


For example, Ghose cites a study that found that consumers are more likely to click on mobile ads when they are exposed to them during weekdays than during weekends. This is because weekdays are more associated with work and productivity than weekends, which are more associated with leisure and relaxation. Therefore, businesses should use temporal 71b2f0854b


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