NEW YORK ? An executive who presented the lunch keynote during Mobile Marketer?s Mobile Marketing Summit said that because cost-per-click ads suffer from very high abandonment and accidental clicks, marketers should avoid them in their mobile marketing efforts.

According to the executive who spoke during the ?How to build an email marketing database via iOs, Android apps? session, nearly 50 percent of clicks are accidental, which means that 50 percent of mobile ad dollars are wasted. The speaker also discussed the importance of giving local, relevant info to potential subscribers.

?You can?t waste money on clicks that customers aren?t interested in,? said Manish Naik, cofounder/CEO of Paper Hat Press, New York.

Paper Hat Press is a digital publisher that creates personalized childrens? books.

Find your niche
Because Paper Hat Press creates childrens? books, the company has targeted moms and used mobile email sign-ups to gauge consumers? interest.

Paper Hat Press quadrupled its email marketing database by connecting with consumers on Android and iPhone applications.

?We learned that mobile advertising [excluding CPC] is an important component of digital plans,? Mr. Naik said.

Moms can consciously opt-in for promotions while signing over their email to Paper Hat Press.

Paper Hat Press points to research that moms spend an average of more than nine hours on their mobile devices.

Specifically, the company found that 94 percent of moms ages 18-44 in the United States download games and entertainment apps on their smartphone.

Similarly, 90 percent of U.S. moms aged 45 and over download games and entertainment apps.

The company?s research also finds that six in 10 moms check their email on their mobile devices.

When purchasing products, the research finds that one in four moms are making a purchase on their mobile devices.

Finally, Paper Hat Press built on the company?s findings that 53 percent of moms use their mobile devices to search for coupons and deals.

?Our goal was to start building relationships with mobile moms,? Mr. Naik said.

Click-free sign ups
Paper Hat Press used the Pontiflex service to deliver in-app sign ups.

Once collecting emails, Paper Hat Press is able to follow up with consumers via Facebook, Twitter or email depending on how the users enter their information.

Additionally, by using in-app sign ups, Paper Hat Press does not charge consumers for products until they complete the signup process.

Based on the areas where Paper Hat Press saw mobile moms downloading apps, the company planted ads on similar apps.

For example, news and entertainment apps make up 35 percent of where Paper Hat Press collected email sign ups.

After using Pontiflex, Paper Hat Press claims it saw open and click-through-rates that were 10 percent above the industry average.

Additionally, return on investment increased 200 percent.

?We are using new technologies in interactive ways, but we deliver an actual product,? Mr. Naik said.

Final Take
Richard Goldsmith, president of The Horah Group, on building an email database via apps