mobile marketing ¡ya era hora!
TRANSCRIPT
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Mobile Marketing Agosto 2013
Ricardo Carvajal Korbel VP Digital Leader México
Escanear QR code para datos de contacto
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“Mobile is the most overhyped medium in the short term and the most under-hyped medium in the long term” Sir Martin Sorrell CEO, WPP
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Los dispositivos móviles están creando una nueva forma de distribuir los mensajes y nuevas a aplicaciones y usos.
Estilo de Vida Móvil
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4
‘IT OUGHT TO BE PHENOMENALLY POWERFUL AND MORE IMPORTANT THAN TV. SO WE SHOULD BE SPENDING 50% OF OUR MARKETING BUDGET HERE…’
James Eadie -Coca-Cola Marketing Manager
‘MOBILE PHONES WILL REPLACE TV AS MOST IMPORTANT MEDIUM FOR ADVERTISERS.’
Andrew Robertson - CEO, BBDO
‘I BELIEVE THAT MOBILE COULD BE ONE OF THE GREATEST MEDIA PLATFORMS EVER CREATED. IT COULD RIVAL TELEVISION, THE INTERNET AND LITERALLY ANYTHING.’
Peter Chernin, COO of News Corp
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5
“WE BELIEVE MORE USERS WILL CONNECT TO THE INTERNET VIA MOBILE THAN DESKTOP PCS WITHIN FIVE YEARS”
– Morgan Stanley Mobile Internet Report
“BY 2013 MOBILE AD SPENDING TO SURPASS $13BILLION”
Gartner
“THE NEW RULE…MOBILE COMES FIRST” (AFTER THEIR ACQUISITION OF MOBILE FIRM ADMOB FOR $750MILLION)
Eric Schmidt, GOOGLE CEO
BOLD FUTURE PROJECTIONS
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Mobile is about to EXPLODE…
Baja de Costos
Velocidad de Conexión (3G/4G) Desarrollo de
Dispositivos
Estándares Universales
Listos
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Canal Ejemplo de Ejecuciones Messaging (SMS / MMS)
Voting Polling
Coupons Sweepstakes
Competitions Alerts
Mobile Web Banners Interstitials
Search WAP sites
Interactive Voice IVR Abbreviated dial tones
Bluetooth Event-based content distribution Proximity marketing
On-Device Games Applications
Music Ring tones
Wallpapers Alerts
Video Mobile Television Pre-roll
Video Clips (Streams / downloads)
Creando Oportunidades de Conectarse Con Cualquier Persona
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“Mobile as a term is just a reference to an eco-system that phones are a part of ….”
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No salga sin ellos… AYER
HOY
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La Nueva Navaja
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Voet
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El Mundo de Pantallas
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Pantallas diferentes, oportunidades diferentes
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Desde que Nacemos
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12-
Para Llevar
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12-3-2012
Voet
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En Casa
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12-3-2012
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Comparar y comprar
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Zero Moment of Truth
The way we shop is changing and marketing strategies are simply not keeping pace. The Internet has changed how we decide what to buy.
Today we´re all digital explorers, seeking out online ratings, social media –based peer reviews, videos, and in-depth product details as we move down the path to purchase.
Fuente: Google
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12-3-2012
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Paying for tickets
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12-3-2012
Voet
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Mobile Shopping
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12-3-2012
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Experiencia de lectura aumentada
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Voeten op tafel - Mobile
Paying for tickets
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Voeten op tafel - Mobile
Location Based Marketing
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Advertising
AXA • Print ad:
• http://www.youtube.com/watch?v=9ohhf0p8CFM • TV ad:
• http://www.youtube.com/watch?v=8vWVtpCfLX8
Amplificar canales tradicionales de comunicación
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Mobile Advertising en la era del Smartphone
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Del PC al Móvil
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La migración no fue fácil Se usaba cuando no había otra opción
Hoy la experiencia es casi la misma
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La era de las Phablets o Convertibles
(Laptabs, tabputers)
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¿Qué pasó con la publicidad?
Fuente: FLITE Blog
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Publicidad en Aplicaciones
Publicidad en Sitios Móviles
Motores de Búsqueda
Publicidad en Redes Sociales
PAY MEDIA
Publicidad en Juegos
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OWN MEDIA
Aplicaciones de Marca
Sitos de Marca optimizados para
móviles
Sitios Sociales de Marca
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EARN MEDIA
Viralización localizada
Informando lo que pasa todo el
tiempo
Interactuando con familia, amigos y
marcas
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La forma de buscar es lo que está revolucionando la publicidad Online
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¿Qué implicaciones tiene esto en la forma como
hacemos publicidad?
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El teléfono y las tablets son el dispositivo personal que conectan todos los puntos de contacto
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bluetooth
Discover
Act
Share Involve
SMS MMS
Display
post
tweet
AR
video
coupon
poll
like
follow
game
search
QR
app
NFC
m.website
push notificaties
Parte del camino del consumidor
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12-3-2012
Generar calidad de tráfico a sitio
Promover aplicaciones
• Vender productos dirigiendo llamadas a call centers
• Generando oportunidades en tiempo real en el piso de venta por medio de location-based targeting
• Entrega inmediata y pago de productos no físicos
• Lograr reconsideración de consumidores de sus compras
• Enganchar con consumidores con experienicas móviles en cualquier lugar y momento
• Distribución de video
• Conectar con consumidores en Social Media
Marca Respuesta
Directa
Branding y respuesta
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Voet
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Mobile
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Mobile Push Marketing
SMS of MMS messages to opt-in user databases
Activation of offline media
Mobile response via other media : TV, print, OOH via SMS, Bluetooth- AR etc
Promotions Mobile Promotions Special promotions met mobile, coupons etc
Mobile Display Advertising Display advertising on mobile / tablet
Mobile SEM mobile search engine advertsing , location
Location Based Services
Pull (+Push) advertising
Categorías de Publicidad Móvil
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Mobile Ads Display
ads Youtube Video
Display Ads Search
Ads
Display Ad Units Fuente: Google
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4 Hyper local
2 Site- Links
3
1 Click- to-call
Click-to- download
40
Search with different focus
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Click to actions
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The Tablet World
Display Search
Email Social media
Video
Websites
Apps Games
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Características únicas de los dispositivos móviles: Location , Movement, Hear, See, Touch, Profile-
Para Tomar en Consideración
Construir o usar sobre plataformas existentes siempre hace mas sentido
Los consumidores acuden a móvil para resolver los
problemas cotidianos.
Hacerlo divertido y entretenido si es posible. KISS
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¿Qué nos espera en el futuro?
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¿Qué nos espera en el futuro?
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