Post on 20-Jan-2015
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MOBILE STRATEGY
Pedro Del Priore / CEO of Ginga and Mobile Marketing Association Chairman - Brazil
Planning is key.
Why?
MOBILE
The state of mobile in LatAm: 2015 forecast:
21% smartphones
370m mobile broadband subscribers
Today:
14% smartphones
124m mobile broadband subscribers
Sources: CreditSuisse 2013, GSMA “Mobile Broadband at the Bottom of the Pyramid In Latin America” 2012, SIP Mexico
Argentina Mobile today: » 40MM users » 64MM connected lines » 10MM smart phones
.Vs
Mobile is unique
#1 STRATEGIC OBJECTIVES
#2 WHO IS YOUR CONSUMER?
#3 MOBILE TOUCH POINTS
#4 ACTIVATION and MENSURATION
// MOBILE PLANNING - TOPICS:
#1 STRATEGIC OBJECTIVES
With clear objectives, aligned with the challenges and values of your company
Just like your “traditional” communication plan, mobile must be strategic
STRATEGIC OBJECTIVES 1
We are witnessing three common situations
STRATEGIC OBJECTIVES 1
The companies that simply ignore the medium #1
STRATEGIC OBJECTIVES 1
#2 The ones that do it for the “hype” ...following trends, but not knowing why
STRATEGIC OBJECTIVES 1
My competitor has it, so why shouldn’t we?
STRATEGIC OBJECTIVES 1
#3 And the rest, who are investing, but creating several disjointed initiatives ...again, the absence of questioning the reasons and goals of their actions
STRATEGIC OBJECTIVES 1
Your presence on mobile must be strategic and needs to be aligned with your marketing, communication and �
business objectives
STRATEGIC OBJECTIVES 1
STRATEGIC OBJECTIVES 1
Strategic vision for apps, but no Mobile version of its website.
PERSONAL:
STRATEGIC OBJECTIVES 1
Optimized website for mobile, but no strategy for apps.
MOVISTAR:
STRATEGIC OBJECTIVES 1
ARNET and CLARO: Telecoms companies with no mobile websites
STRATEGIC OBJECTIVES 1
SAMSUNG and LG: Argentinean versions of global websites are prepared for mobile access.
STRATEGIC OBJECTIVES 1
SONY (US) and SONY (ARG) Same company websites, but the argentinean version is not mobile-friendly.
#2 WHO IS YOUR CONSUMER?
We need to understand our consumers
WHO IS YOUR CONSUMER 2
Source: Blitz LA
WHO IS YOUR CONSUMER 2
WHO IS YOUR CONSUMER 2
Source: Google e IPSOS / 2012
WHO IS YOUR CONSUMER 2
Source: Google e IPSOS / 2012
WHO IS YOUR CONSUMER 2
Mobile changed the way we deal with many things in our lifes
WHO IS YOUR CONSUMER 2
We don’t spend more than an hour without
looking at our phones. DO WE?
WHO IS YOUR CONSUMER 2
“I engage with my iPhone more than I engage with all the people I love in the world combined” Bob Kupbens, Delta's VP-marketing and digital commerce
What do you carry in your pockets that’s most essential to you?
Research by Nokia, Jan Chipchase
WHO IS YOUR CONSUMER 2
Keys • Money • Phone
Research by Nokia, Jan Chipchase
WHO IS YOUR CONSUMER 2
“Survival” Today mobile phones are our connecting link with the world
WHO IS YOUR CONSUMER 2
Consequently we are becoming more obsessed with tasks that we can perform in “micro-minutes” or even “micro-seconds”
WHO IS YOUR CONSUMER 2
Peapod
More than 100 stores in train stations
Source: Trendwatching
WHO IS YOUR CONSUMER 2
Snapchat
October 2012, processing more than 20 million photos per day
Source: Trendwatching
WHO IS YOUR CONSUMER 2
People take pictures, watch videos, check-in, search (all the time - who waits until they get home to search on their computer?), ...
WHO IS YOUR CONSUMER 2
WHO IS YOUR CONSUMER 2
“Showrooming”
Our consumer:
WHO IS YOUR CONSUMER 2
How he behaves while browsing in his mobile?
What does he need?
What is his journey?
#food for thought�Are you providing something
useful to your clients and users?
WHO IS YOUR CONSUMER 2
#3 MOBILE TOUCH POINTS
Mobile needs to be seen as a relevant channel in your marketing plan. It can even be the key solution to your problem
MOBILE TOUCHPOINTS 3
There are different touchpoints that must be considered
MOBILE TOUCHPOINTS 3
MOBILE TOUCHPOINTS
Optimized or Responsive Website
Custom Applications
SMS
Social Media
Integration
Search
Advertising
Service
Relationship
Brand experience
Product
Commerce
iOS
Android
Other
Other Apps
Products
MOBILE TOUCHPOINTS 3
3 KEY POINTS TO CONSIDER
Experience
Besides the good use of technology, think about
user experience
Design thinking User Experience Mobility access
Simplicity navigation Best Practices Customization
Content
What my users will be interested in consuming
on mobile?
Relevance Visibility
Deep linking
Technology
Exploring mobility features
and technology of the devices
Geo-location
Call to actions Push notifications
Integration w/other apps General features
Reference: Amazon"�“One of the greatest things that Amazon has working in its favor is that it has credit card numbers on file...”.��“...it’s much more about usability than security”��Inc. Magazine
MOBILE TOUCHPOINTS 3
Reference: GVT Ivete"�While Internet users around the country watched the streaming of the Ivete concert, a mobile app promoted experiences “on the spot” to the audience who physically attended the show.
MOBILE TOUCHPOINTS 3
Reference: VOXY"�Learn English anywhere��Product experience fully optimized for mobile, using the devices resources and integrated seamlessly across platforms
MOBILE TOUCHPOINTS 3
Right vs. Wrong MOBILE TOUCHPOINTS 3
Reference: H&M"�UX and content optimized for the device
MOBILE TOUCHPOINTS 3
Reference: Skinny Ties��Experience optimized mobile commerce (visual and functional)
MOBILE TOUCHPOINTS 3
Am I exploring the mobile touch points adequately?
ACTIVATION AND MENSURATION #4 ACTIVATION and MENSURATION
There’s no use to develop the best mobile platform ever seen
and not telling anyone.
Activation process is essential in your mobile strategy
ACTIVATION and MENSURATION 4
Apps Search Vertical
SMS
Portals
Social Ad Networks/ Exchanges
MOBILE ADVERTISING
...
ACTIVATION and MENSURATION 4
And as with any marketing initiative, especially digital, we need to generate and
understand the results
ACTIVATION and MENSURATION 4
#2 Track everthing! Implement tags that allow the evaluation of these KPIs
#3 Analyze, Re-plan and Evolve Continuously analyze results, optimize campaigns and touch-points (analysis platforms)
#1 Map the KPIs What is the primary objective of this touch point, initiative or campaign?
Are you activating and measuring your mobile initiatives adequately?
ACTIVATION and MENSURATION 4
PROCESS
ACTIVATION and MENSURATION 4
Results Activation Initiatives and KPIs Opportunities Consumer Objectives
Results Activation Initiatives and KPIs Opportunities Consumer Objectives
Define. Define the objectives of your mobile strategy.
Results Activation Initiatives and KPIs Opportunities C Consumer Objectives
Study the relationship between consumers, brand and product in the mobile context
Study.
Results Activation Initiatives and KPIs Consumer Objectives Opportunities
Identify insights and opportunities to explore the mobile touch points in your strategy
Identify.
Results Activation Initiatives and KPIs Opportunities Consumer Objectives
Set mobile initiatives / platforms and their KPIs Draw InitiativesUX, Architecture, Creation, Technology, Integration, Features, Necessities, Content, Alignment with Brand Voice
Set initiatives.
Results Activation Initiatives and KPIs Opportunities Consumer Objectives
Establish tactical activation with paid and owned media, etc Establish goals and CTAs, so you can properly measure and optimize your strategy
Establish
Measure, evaluate return and optimize strategy
Results Activation Initiatives and KPIs Opportunities Consumer Objectives
Measure.
TAKEWAYS -»
_1 Think strategically about mobile
_2 Make "understand your consumer" a constant exercise
_3 Explore the touch points
_4 Invest adequately
_5 Keep up with the mobile market and specially MMA and IAB ;)
Gracias! Pedro Del Priore CEO of Ginga and Chairman of MMA Brazil pedro@agenciaginga.com.br Twitter @pedrodelpriore