Prathamesh Muzumdar

In marketing research the project management takes place in four steps, here is my take on those four steps. Note: This article is written in expository style of writing and not in a associated press (AP) narrative style. Project initiation A Research proposal is the first step of the project and often used as a sales pitch document. It is similar to a project charter, a document which outlines project objectives. In the proposal, each phase of research has deliverables and a proposed timeline. It also indicates the number of resources allocated to each phase. The complex client needs are dispensed into multiple objectives, and the purpose behind this is to make the process simpler and keep it aligned to core requirements. For example, a client may need to know about consumer perception on a credit card; this requirement can be broken down into objectives. Few examples would be rating features like APR, cash back, credit line, etc. This process helps the research team to keep th...

Publishers today have to think beyond the ordinary to keep up with their competition. With millions of apps, there is uncertainty about their app success. So, why does this uncertainty lingers among app publishers? The answer is simple, after spending thousands on user acquisition in free to play (F2P) market; only 1 percent users prefer to spend their money.  Most publishers depend upon in-app purchases and in-app advertising to monetize their application. The remedy to stabilize monetization depends upon user engagement, which eventually leads to higher impressions. In the last few years, it has become necessary for publishers to retain their users to capitalize on ad monetization and increase their eCPM. As user retention is a linchpin to eCPM, it becomes necessary for the publisher to understand player lifecycle. What happens after the acquisition? The answer to this question can help solve many problems. One should look for ways in which he can not only retain and engage ...

Mobile media content is an important factor of success for any advertiser looking to enhance his revenue. What to show and where to show are the big challenges a marketer will face in his career. Making ads relevant to the user’s interest is the goal any marketer would like to follow. The Asian market is becoming big for game developers. Newzoo , a renowned games industry research firm, reported that Asian market drives 45 percent of the global gaming market revenue. As the number looks big, many game developers may think of expanding their markets to Asia. But, remember global markets are diverse and culturally oriented to a point where different dialects may even become a pivotal point for success, and this is where the pitfall lies. The biggest challenge to overcome in the Asian market is to understand the differences in the user’s preferences. Also, other factors to consider may include trends, censorship rules, the language of communication, etc. In an article written by Si C...

A few years back nobody thought that China would go on to become one of the world’s largest gaming markets, and yes, that did happen. Today, Chinese mobile game industry revenue is $7.7 billion which is up from $6.1 billion in 2015. As a suprising fact the Chinese revenue is $0.4 billion more than the US revenue set at $7.3 billion. How is this possible? The reason behind this growth is the increase in the number of subscriptions and growth of the 4G network. With the upcoming launch of 5G in 2019 and the falling price of Smartphone brands, it is precise that the increase in mobile ad spend budget in China is reasonable. According to a report from Newzoo , China will become world’s number 1 mobile gaming market by 2018 with colossal $11 billion revenue. China covers about 31% of the mobile games installed worldwide and the users from eastern Chinese coast consume the largest share of mobile game downloads. The regions of Guangdong, Jiangsu, and Zhejiang are among the top three. Use...

In this world with infinite apps and a million different options for your interest, it is hard for a publisher to survive with its competition. With each new app, it has become hard to differentiate between apps and to capitalize on the technology to make revenue. As the consumers get overwhelmed with options, it becomes a challenge for developers to come up with innovations to stay ahead of others. Innovation is not the only option that a developer should seek for improvement, but he should also look into the consumers’ behavior to improve the player lifecycle. Apart from understanding the player acquisition and retention , a developer should ardently try to understand the adoption and engagement criteria on which the player’s tenure with the game depends. It is important to look beyond buyer personas created from insights from CRM and web analytics data. General demographics and psychographics have been the base for marketing segmentation for the last decade, but with the rise i...

With the growing mobile subscribers in Asia- Pacific, advertisers have started making mobile content a priority. Users spend an average 6 hours on the non-voice application on their mobile. Advertisers usually use data analytics and robust metrics to understand user behavior. This strategy helps them to monetize on their campaigns effectively as the content they push out helps them to retain customer attention.  Mobile Ad through video format has been the dominant form of media consumption in Asia- Pacific, though standard format shares the same amount of users like that of video format. In North America, the most dominant media format is standard followed by video format. The results from eMarketer indicate only one thing that the Asia- Pacific is the future for in-app video advertising and advertisers have to understand the nature of content that users would like to view on display in an app. As much information is not available on the reason for the use of video ad...

With the continued dominance of the traditional media like TV and newspaper in the APAC countries, the print media and TV commercials dominate the share of the ad spend budget. The light at the end of the tunnel is visible if advertisers tend to break free from the conventional route and add more to their digital spending. The good news is that the recent 4G migration and inclusion of live LTE networks have enlightened the digital media market.  4G adoption began with China, Japan, and South Korea and they were the first runners to exclusively adopt 4G with adoption rates faster than Europe and US. As the 4G revolution began, so did the rise in the use of mobile device, as per GSMA Intelligence 2016 report , APAC had 2.5 billion unique mobile subscribers with a forecasted value of 3.1 billion by 2020 and 4.5 percent CAGR for the term 2015- 2020. GSMA expects that the connections will grow to 5 billion by 2020 bringing in $471 billion revenue for the mobile operators.  GSM...