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...
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 -...
#1 STRATEGIC OBJECTIVES
With clear objectives, aligned with the
challenges and values of your company
Just like your “traditional”
communication p...
We are witnessing
three common situations
STRATEGIC OBJECTIVES1
The companies that simply
ignore the medium
#1 
STRATEGIC OBJECTIVES1
#2 
The ones that do it for
the “hype”
...following trends, but not knowing why
STRATEGIC OBJECTIVES1
My competitor
has it, so why
shouldn’t we?
STRATEGIC OBJECTIVES1
#3 
And the rest, who are investing,
but creating several disjointed
initiatives
...again, the absence of questioning the
...
Your presence on mobile must be
strategic and needs to be aligned with
your marketing, communication and
business objectiv...
STRATEGIC OBJECTIVES1
Strategic vision for apps,
but no Mobile version of its
website.
PERSONAL:
STRATEGIC OBJECTIVES1
Optimized website for
mobile, but no strategy for
apps.
MOVISTAR:
STRATEGIC OBJECTIVES1
ARNET and CLARO:
Telecoms companies
with no mobile websites
STRATEGIC OBJECTIVES1
SAMSUNG and LG:
Argentinean versions
of global websites are
prepared for mobile
access.
STRATEGIC OBJECTIVES1
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 CONSUMER2
Source: Blitz LA
WHO IS YOUR CONSUMER2
WHO IS YOUR CONSUMER2
Source: Google e IPSOS / 2012
WHO IS YOUR CONSUMER2
Source: Google e IPSOS / 2012
WHO IS YOUR CONSUMER2
Mobile changed the way we deal
with many things in our lifes

WHO IS YOUR CONSUMER2
We don’t spend more
than an hour without
looking at our phones. 
DO WE?
WHO IS YOUR CONSUMER2
“I engage with my iPhone more than
I engage with all the people I love
in the world combined”

Bob Kupbens, Delta's VP-mar...
What do you carry in your pockets
that’s most essential to you? 
Research by Nokia, Jan Chipchase
WHO IS YOUR CONSUMER2
Keys • Money • Phone
Research by Nokia, Jan Chipchase
WHO IS YOUR CONSUMER2
“Survival”
Today mobile phones are our connecting link with the world
WHO IS YOUR CONSUMER2
Consequently we are becoming more
obsessed with tasks that we can perform in
“micro-minutes” or even “micro-seconds”
WHO I...
Peapod
More than 100 stores in
train stations
Source: Trendwatching
WHO IS YOUR CONSUMER2
Snapchat
October 2012, processing
more than 20 million photos
per day
Source: Trendwatching
WHO IS YOUR CONSUMER2
People take pictures, watch videos, check-
in, search (all the time - who waits until
they get home to search on their
com...
WHO IS YOUR CONSUMER2
“Showrooming”
Our consumer:
WHO IS YOUR CONSUMER2
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 CONSUMER2
#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
MOBI...
There are different touchpoints
that must be considered
MOBILE TOUCHPOINTS3
MOBILE
TOUCH
POINTS
Optimized or
Responsive
Website
Custom
Applications
Email
SMS
Social
Media
Integration
Search
Advertis...
3 KEY POINTS TO CONSIDER

Experience

Besides the good use of
technology, think about
user experience

Design thinking
Use...
Reference: Amazon"
“One of the greatest
things that Amazon has
working in its favor is that
it has credit card numbers
on ...
Reference: GVT Ivete"
While Internet users
around the country
watched the streaming of
the Ivete concert, a mobile
app pro...
Reference: VOXY"
Learn English anywhere
Product experience fully
optimized for mobile,
using the devices
resources and int...
Right vs. Wrong
MOBILE TOUCHPOINTS3
Reference: H&M"
UX and content optimized
for the device
MOBILE TOUCHPOINTS3
Reference: Skinny Ties
Experience optimized
mobile commerce (visual
and functional)
MOBILE TOUCHPOINTS3
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 yo...
Apps
 Search
 Vertical
SMS
Portals
Social
Ad
Networks/
Exchanges
MOBILE
ADVERTISING
...
ACTIVATION and MENSURATION4
And as with any marketing
initiative, especially digital,
we need to generate and
understand the results
ACTIVATION and ME...
#2 Track everthing! Implement tags that allow
the evaluation of these KPIs
#3 Analyze, Re-plan and Evolve Continuously
ana...
Are you activating and
measuring your mobile
initiatives adequately?
ACTIVATION and MENSURATION4
PROCESS
ACTIVATION and MENSURATION4
Results
Activation
Initiatives
and KPIs
Opportunities
Consumer
Objectives
Results
Activation
Initiatives 
and KPIs
Opportunities
Consumer
Objectives
Define.

Define the objectives of your mobile str...
Results
Activation
Initiatives 
and KPIs
Opportunities
C Consumer
Objectives
Study the relationship between consumers, bra...
Results
Activation
Initiatives 
and KPIs
Consumer
Objectives
 Opportunities
Identify insights and opportunities to explore...
Results
Activation
Initiatives 
and KPIs
Opportunities
Consumer
Objectives
Set mobile initiatives / platforms and their KP...
Results
Activation
Initiatives 
and KPIs
Opportunities
Consumer
Objectives
Establish tactical activation with paid and
own...
Measure, evaluate return and optimize
strategy
Results
Activation
Initiatives 
and KPIs
Opportunities
Consumer
Objectives
...
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
"Mobile Strategy" @ IAB NOW Argentina 2013
"Mobile Strategy" @ IAB NOW Argentina 2013
"Mobile Strategy" @ IAB NOW Argentina 2013
"Mobile Strategy" @ IAB NOW Argentina 2013
"Mobile Strategy" @ IAB NOW Argentina 2013
"Mobile Strategy" @ IAB NOW Argentina 2013
"Mobile Strategy" @ IAB NOW Argentina 2013
"Mobile Strategy" @ IAB NOW Argentina 2013
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"Mobile Strategy" @ IAB NOW Argentina 2013

  1. 1. MOBILE STRATEGY Pedro Del Priore / CEO of Ginga and Mobile Marketing Association Chairman - Brazil
  2. 2. Planning is key.
  3. 3. Why?
  4. 4. MOBILE
  5. 5. 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
  6. 6. Argentina Mobile today: » 40MM users » 64MM connected lines » 10MM smart phones
  7. 7. .Vs
  8. 8. Mobile is unique
  9. 9. #1 STRATEGIC OBJECTIVES #2 WHO IS YOUR CONSUMER? #3 MOBILE TOUCH POINTS #4 ACTIVATION and MENSURATION // MOBILE PLANNING - TOPICS:
  10. 10. #1 STRATEGIC OBJECTIVES
  11. 11. With clear objectives, aligned with the challenges and values of your company Just like your “traditional” communication plan, mobile must be strategic STRATEGIC OBJECTIVES1
  12. 12. We are witnessing three common situations STRATEGIC OBJECTIVES1
  13. 13. The companies that simply ignore the medium #1 STRATEGIC OBJECTIVES1
  14. 14. #2 The ones that do it for the “hype” ...following trends, but not knowing why STRATEGIC OBJECTIVES1
  15. 15. My competitor has it, so why shouldn’t we? STRATEGIC OBJECTIVES1
  16. 16. #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
  17. 17. Your presence on mobile must be strategic and needs to be aligned with your marketing, communication and business objectives STRATEGIC OBJECTIVES1
  18. 18. STRATEGIC OBJECTIVES1 Strategic vision for apps, but no Mobile version of its website. PERSONAL:
  19. 19. STRATEGIC OBJECTIVES1 Optimized website for mobile, but no strategy for apps. MOVISTAR:
  20. 20. STRATEGIC OBJECTIVES1 ARNET and CLARO: Telecoms companies with no mobile websites
  21. 21. STRATEGIC OBJECTIVES1 SAMSUNG and LG: Argentinean versions of global websites are prepared for mobile access.
  22. 22. STRATEGIC OBJECTIVES1 SONY (US) and SONY (ARG) Same company websites, but the argentinean version is not mobile-friendly.
  23. 23. #2 WHO IS YOUR CONSUMER?
  24. 24. We need to understand our consumers WHO IS YOUR CONSUMER2
  25. 25. Source: Blitz LA WHO IS YOUR CONSUMER2
  26. 26. WHO IS YOUR CONSUMER2
  27. 27. Source: Google e IPSOS / 2012 WHO IS YOUR CONSUMER2
  28. 28. Source: Google e IPSOS / 2012 WHO IS YOUR CONSUMER2
  29. 29. Mobile changed the way we deal with many things in our lifes WHO IS YOUR CONSUMER2
  30. 30. We don’t spend more than an hour without looking at our phones. DO WE? WHO IS YOUR CONSUMER2
  31. 31. “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
  32. 32. What do you carry in your pockets that’s most essential to you? Research by Nokia, Jan Chipchase WHO IS YOUR CONSUMER2
  33. 33. Keys • Money • Phone Research by Nokia, Jan Chipchase WHO IS YOUR CONSUMER2
  34. 34. “Survival” Today mobile phones are our connecting link with the world WHO IS YOUR CONSUMER2
  35. 35. Consequently we are becoming more obsessed with tasks that we can perform in “micro-minutes” or even “micro-seconds” WHO IS YOUR CONSUMER2
  36. 36. Peapod More than 100 stores in train stations Source: Trendwatching WHO IS YOUR CONSUMER2
  37. 37. Snapchat October 2012, processing more than 20 million photos per day Source: Trendwatching WHO IS YOUR CONSUMER2
  38. 38. 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
  39. 39. WHO IS YOUR CONSUMER2 “Showrooming”
  40. 40. Our consumer: WHO IS YOUR CONSUMER2 How he behaves while browsing in his mobile? What does he need? What is his journey?
  41. 41. #food for thought Are you providing something useful to your clients and users? WHO IS YOUR CONSUMER2
  42. 42. #3 MOBILE TOUCH POINTS
  43. 43. 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
  44. 44. There are different touchpoints that must be considered MOBILE TOUCHPOINTS3
  45. 45. MOBILE TOUCH POINTS 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 TOUCHPOINTS3
  46. 46. 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
  47. 47. 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
  48. 48. 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
  49. 49. Reference: VOXY" Learn English anywhere Product experience fully optimized for mobile, using the devices resources and integrated seamlessly across platforms MOBILE TOUCHPOINTS3
  50. 50. Right vs. Wrong MOBILE TOUCHPOINTS3
  51. 51. Reference: H&M" UX and content optimized for the device MOBILE TOUCHPOINTS3
  52. 52. Reference: Skinny Ties Experience optimized mobile commerce (visual and functional) MOBILE TOUCHPOINTS3
  53. 53. Am I exploring the mobile touch points adequately?
  54. 54. ACTIVATION AND MENSURATION #4 ACTIVATION and MENSURATION
  55. 55. 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
  56. 56. Apps Search Vertical SMS Portals Social Ad Networks/ Exchanges MOBILE ADVERTISING ... ACTIVATION and MENSURATION4
  57. 57. And as with any marketing initiative, especially digital, we need to generate and understand the results ACTIVATION and MENSURATION4
  58. 58. #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?
  59. 59. Are you activating and measuring your mobile initiatives adequately? ACTIVATION and MENSURATION4
  60. 60. PROCESS ACTIVATION and MENSURATION4
  61. 61. Results Activation Initiatives and KPIs Opportunities Consumer Objectives
  62. 62. Results Activation Initiatives and KPIs Opportunities Consumer Objectives Define. Define the objectives of your mobile strategy.
  63. 63. Results Activation Initiatives and KPIs Opportunities C Consumer Objectives Study the relationship between consumers, brand and product in the mobile context Study.
  64. 64. Results Activation Initiatives and KPIs Consumer Objectives Opportunities Identify insights and opportunities to explore the mobile touch points in your strategy Identify.
  65. 65. 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.
  66. 66. 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
  67. 67. Measure, evaluate return and optimize strategy Results Activation Initiatives and KPIs Opportunities Consumer Objectives Measure.
  68. 68. TAKEWAYS -»
  69. 69. _1 Think strategically about mobile
  70. 70. _2 Make "understand your consumer" a constant exercise
  71. 71. _3 Explore the touch points
  72. 72. _4 Invest adequately
  73. 73. _5 Keep up with the mobile market and specially MMA and IAB ;)
  74. 74. Gracias! Pedro Del Priore CEO of Ginga and Chairman of MMA Brazil pedro@agenciaginga.com.br Twitter @pedrodelpriore

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