Dean Peter Henry was pleased to introduce Anindya Ghose, professor of Information, Operations and Management Science and professor of marketing, to a full room of Stern alumni and faculty gathered to discuss his new book, Tap: Unlocking the Mobile Economy. Professor Ghose was joined by David Bell, Professor of Marketing at The Wharton School, for a conversation about the forces at play in the mobile economy as outlined in Tap, namely the effects of context, location, crowdedness, and tech mix on consumer behavior.
Professor Ghose discussed the power of perception and the fine line companies walk when they deliver their message. If an offer is spot-on, the brand is perceived as an expert concierge; but when a brand appears to know a little too much about their customers, they're viewed as stalkers. But Professor Ghose contends that as customers share more information with companies, an ecosystem starts to form where companies can send more relevant offers less frequently, building a more symbiotic relationship. What does this all mean for the future? “Brace for impact. It’s going to get so much more fascinating,” says Professor Ghose.
Questions from alumni in attendance prompted further insights on data privacy and the evolution of technology, and conversations continued as Professor Ghose signed copies of his book at the cocktail reception following the talk.
Watch the conversation on Facebook Live:
View photos from the event:
Media Coverage for Tap
Recode: "You're more likely to buy from your phone when you're commuting"
Ad Exchanger: "NYU Professor Outlines Why PEople On Crowded Subwawy Cars REspond Well to Mobile Ads"
NYU Stern: Tap Book Spotlight
Cheddar: Professor Anindya Ghose is interviewed about mobile ads and privacy from his book, "Tap"
Wharton @ Work: "Embracing Contradiction: Your Customers Aren't Always Who They Say They Are"
Knowledge @ Wharton: "The Right Way to Do Mobile Marketing"
Quartz: "When push comes to shove, how quickly will you give up your data for convenience?"
CNBC: "Share more, not less, with the overlords of the internet"
Anindya Ghose Discusses New Book, “Tap,” with Wharton School Professor, David Bell
Thursday, May 4, 2017