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

Email

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