"Mobile Strategy" @ IAB NOW Argentina 2013
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Mobile strategy planning is key to ensure objectives are aligned with company challenges and values. Understanding the consumer is also important as mobile usage has changed behaviors. There are various mobile touchpoints to consider like websites, apps, social media and more. Finally, activation and measurement of initiatives through tactics like advertising and analytics allows optimization of the strategy over time.
"Mobile Strategy" @ IAB NOW Argentina 2013
- 2. MOBILE STRATEGY Pedro Del Priore / CEO of Ginga and Mobile Marketing Association Chairman - Brazil
- 4. Why?
- 6. MOBILE
- 9. 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
- 10. Argentina Mobile today: » 40MM users » 64MM connected lines » 10MM smart phones
- 11. .Vs
- 12. Mobile is unique
- 14. #1 STRATEGIC OBJECTIVES #2 WHO IS YOUR CONSUMER? #3 MOBILE TOUCH POINTS #4 ACTIVATION and MENSURATION // MOBILE PLANNING - TOPICS:
- 16. With clear objectives, aligned with the challenges and values of your company Just like your “traditional” communication plan, mobile must be strategic STRATEGIC OBJECTIVES1
- 17. We are witnessing three common situations STRATEGIC OBJECTIVES1
- 18. The companies that simply ignore the medium #1 STRATEGIC OBJECTIVES1
- 19. #2 The ones that do it for the “hype” ...following trends, but not knowing why STRATEGIC OBJECTIVES1
- 20. My competitor has it, so why shouldn’t we? STRATEGIC OBJECTIVES1
- 21. #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 OBJECTIVES1
- 22. Your presence on mobile must be strategic and needs to be aligned with your marketing, communication and business objectives STRATEGIC OBJECTIVES1
- 23. STRATEGIC OBJECTIVES1 Strategic vision for apps, but no Mobile version of its website. PERSONAL:
- 24. STRATEGIC OBJECTIVES1 Optimized website for mobile, but no strategy for apps. MOVISTAR:
- 25. STRATEGIC OBJECTIVES1 ARNET and CLARO: Telecoms companies with no mobile websites
- 26. STRATEGIC OBJECTIVES1 SAMSUNG and LG: Argentinean versions of global websites are prepared for mobile access.
- 27. STRATEGIC OBJECTIVES1 SONY (US) and SONY (ARG) Same company websites, but the argentinean version is not mobile-friendly.
- 28. #2 WHO IS YOUR CONSUMER?
- 29. We need to understand our consumers WHO IS YOUR CONSUMER2
- 30. Source: Blitz LA WHO IS YOUR CONSUMER2
- 31. WHO IS YOUR CONSUMER2
- 32. Source: Google e IPSOS / 2012 WHO IS YOUR CONSUMER2
- 33. Source: Google e IPSOS / 2012 WHO IS YOUR CONSUMER2
- 34. Mobile changed the way we deal with many things in our lifes WHO IS YOUR CONSUMER2
- 35. We don’t spend more than an hour without looking at our phones. DO WE? WHO IS YOUR CONSUMER2
- 37. “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
- 38. What do you carry in your pockets that’s most essential to you? Research by Nokia, Jan Chipchase WHO IS YOUR CONSUMER2
- 39. Keys • Money • Phone Research by Nokia, Jan Chipchase WHO IS YOUR CONSUMER2
- 41. “Survival” Today mobile phones are our connecting link with the world WHO IS YOUR CONSUMER2
- 43. Consequently we are becoming more obsessed with tasks that we can perform in “micro-minutes” or even “micro-seconds” WHO IS YOUR CONSUMER2
- 44. Peapod More than 100 stores in train stations Source: Trendwatching WHO IS YOUR CONSUMER2
- 45. Snapchat October 2012, processing more than 20 million photos per day Source: Trendwatching WHO IS YOUR CONSUMER2
- 46. 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 CONSUMER2
- 47. WHO IS YOUR CONSUMER2 “Showrooming”
- 48. Our consumer: WHO IS YOUR CONSUMER2 How he behaves while browsing in his mobile? What does he need? What is his journey?
- 49. #food for thought Are you providing something useful to your clients and users? WHO IS YOUR CONSUMER2
- 50. #3 MOBILE TOUCH POINTS
- 51. Mobile needs to be seen as a relevant channel in your marketing plan. It can even be the key solution to your problem MOBILE TOUCHPOINTS3
- 52. There are different touchpoints that must be considered MOBILE TOUCHPOINTS3
- 54. 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
- 55. 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 TOUCHPOINTS3
- 56. 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 TOUCHPOINTS3
- 57. Reference: VOXY" Learn English anywhere Product experience fully optimized for mobile, using the devices resources and integrated seamlessly across platforms MOBILE TOUCHPOINTS3
- 58. Right vs. Wrong MOBILE TOUCHPOINTS3
- 59. Reference: H&M" UX and content optimized for the device MOBILE TOUCHPOINTS3
- 60. Reference: Skinny Ties Experience optimized mobile commerce (visual and functional) MOBILE TOUCHPOINTS3
- 61. Am I exploring the mobile touch points adequately?
- 62. ACTIVATION AND MENSURATION #4 ACTIVATION and MENSURATION
- 63. 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 MENSURATION4
- 64. Apps Search Vertical SMS Portals Social Ad Networks/ Exchanges MOBILE ADVERTISING ... ACTIVATION and MENSURATION4
- 65. And as with any marketing initiative, especially digital, we need to generate and understand the results ACTIVATION and MENSURATION4
- 66. #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?
- 67. Are you activating and measuring your mobile initiatives adequately? ACTIVATION and MENSURATION4
- 70. Results Activation Initiatives and KPIs Opportunities Consumer Objectives Define. Define the objectives of your mobile strategy.
- 71. Results Activation Initiatives and KPIs Opportunities C Consumer Objectives Study the relationship between consumers, brand and product in the mobile context Study.
- 72. Results Activation Initiatives and KPIs Consumer Objectives Opportunities Identify insights and opportunities to explore the mobile touch points in your strategy Identify.
- 73. 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.
- 74. 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
- 75. Measure, evaluate return and optimize strategy Results Activation Initiatives and KPIs Opportunities Consumer Objectives Measure.
- 76. TAKEWAYS -»
- 77. _1 Think strategically about mobile
- 78. _2 Make "understand your consumer" a constant exercise
- 79. _3 Explore the touch points
- 81. _5 Keep up with the mobile market and specially MMA and IAB ;)
- 82. Gracias! Pedro Del Priore CEO of Ginga and Chairman of MMA Brazil pedro@agenciaginga.com.br Twitter @pedrodelpriore