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IAB Digital Morning 2015 - Oportunidades do Mobile no Brasil - Natália Traldi Bezerra (Isobar)

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Evento realizado no Rio de Janeiro em 06/04/2015. Natália Traldi Bezerra (Isobar) palestra no painel: Inclusão do mobile na estratégia de um cliente

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IAB Digital Morning 2015 - Oportunidades do Mobile no Brasil - Natália Traldi Bezerra (Isobar)

  1. 1. FOTO DO PALESTRANTE NATALIA TRALDI BEZERRAISOBAR
  2. 2. INCLUSÃO DO MOBILE NA ESTRATÉGIA DE UM CLIENTE OPORTUNIDADES DO MOBILE NO BRASILA DEMOCRATIZAÇÃO DO MEIO E SEU SIGNIFICADO PARA AS MARCAS
  3. 3. O DIGITAL JÁ É UM MEIO DE MASSA 120 milhões de pessoas (59%) têm acesso à internet 1st China 642 MM 47% 2nd EUA 277 MM 87% 3rd Índia 195 MM 15% 5th Japão 109 MM 86% 4th Brasil 120 MM 59% Fonte: Wordlstats Dezembro 2013 - China, EUA, Índia e Japão / Ibope 2ºTrimestre de 2014 - Brasil
  4. 4. É O PRINCIPAL INFLUENCIADOR DA MUDANÇA DIGITAL NO BRASIL MOBILE
  5. 5. MOBILE DEMOCRATIZOU O ACESSO 59 milhões de pessoas (52%) se conecta através do mobile • Em 2017, será 98% • 51,4 milhões de smartphones • 11 milhões de tablets Fonte: Nielsen/Ibope – 1º Trimestre de 2014 / Nielsen Mobile Report – Dezembro de 2014. Ipsos Marplan – Janeiro a Dezembro 2014 – 19 Mercados Acessam a Internet Simples Período Entre os jovens, já é a principal forma de acesso à internet
  6. 6. MOBILE NÃO É SÓ REDES SOCIAIS FONTE: IPSOS MARPLAN – JANEIRO A DEZEMBRO DE 2013, 13 MERCADOS. 10 E MAIS ANOS e Google + Ipsos: O Novo Universo Multitelas, Brasil - 2013. 34% 32% 11% 28% 32% 12% 35% 9% 13% 16% 20% 38% 15% 13% 27% 12% 23% 19% 35% 31% 28% 33% 28% 29% 16% 18% 16% 0% 23% 45% 68% 90% Redes e… Email Notícias Vídeos Músicas Entreten. Games Esportes Finanças Aplicativo Browser Ambos 87% 84% 78% 78% 75% 70% 65% 51% 49%
  7. 7. MOBILE É OPORTUNIDADE DE FALAR COM O CONSUMIDOR A QUALQUER HORA Fonte: Millward Brown AdReaction, Brazil, 2014. 50% 0% 25% Usoporhorário 6h 18h 6h Celular Televisão
  8. 8. MOBILE É OPORTUNIDADE DE VENDER TRÁFEGO NO PDV descontos GEOLOCALIZAÇÃO Cupons de desconto Push notifications SMS Waze Foursquare etc. VENDAS DIRETAS LANDING PAGE ofertas + frete E-commerce Parcerias com varejistas
  9. 9. M-COMMERCE SÓ CRESCE 9,7% das transações online foram feitas no mobile • R$ 3,7 bilhões em receita Fonte: Relatório Webshoppers – Edição Nº31 / Janeiro a Dezembro 2014 Categorias mais vendidas no m-commerce
  10. 10. CONTRIBUIÇÃO DO MOBILE PARA A ESTRATÉGIA Manter a comunicação em todos os momentos do dia, onde o consumidor estiver MÍDIA Prestar um serviço que traga comodidade ou entretenimento, construindo marca APLICATIVOS
  11. 11. • Gênero • Idade • Classe social • Localização / hábitos • Comportamento • Dispositivo • Sistema operacional • Tipo de conexão • Operadora • Gasto médio mensal SEGMENTAÇÃO MÍDIA
  12. 12. • Página web • Vídeo • Mapa • Ligação • Add to calendar • Download de App • Página in-app (deeplink) DESTINO MÍDIA
  13. 13. FORMATOS MÍDIA Mapa Facebook retargeting Intervenção Banner Native ads
  14. 14. APLICATIVOS
  15. 15. APLICATIVOS
  16. 16. OBRIGADA :)

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