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MAKE YOUR
BRAND
MOBILE.
Fernando Barrenechea
@fbarrenecheaf
89% of online businesses have not yet
developed their brand for mobile devices. In
an increasingly device-centric world, this is a
crucial issue that needs to be addressed
across every industry.
Why
Mobile?
ü  > 50% of Europeans have a Smartphone.
ü  One-third of US households have a
tablet.
ü  On average, we check our phones
every six minutes.

Check Out
the Stats...

ü  There are six billion mobile phones in the
world, which will rise to 10 billion in the
coming years, driven by a growing trend
for owning two phones.
ü  There are more Android phones
activated daily than babies being born
in the world.
ü  In the US & Europea, 70% of consumers
have their phones with them when
watching TV.
The advent of
innovative
channels and
technologies
have created a
new breed of
customers with a
fresh set of
expectations,
causing the need
for organizations
to revamp and
reasses their
approaches
toward customer
management in
order to keep up.
NEW CHANNELS
AND
TECHNOLOGIES
DEMAND NEW
RULES
ITS ALL
ABOUT
CUSTOMERS
Marketing should
always be about the
customer. For so long,
marketers defaulted to
the idea that marketing
is about the brand, but,
while branding and
messaging are
important, marketing is
really about the
individual at the
receiving end of the
message.
Focusing on giving your
customers a great
experience is an
extremely effective
way to expand your
business.
“You can spend 15 Million on advertising, go
bankrupt and your name still means nothing to
people. Your brand is created out of customer
contact and the experience your consumers
have of you”. Stelios Haji-Ioannou. Founder Easy Jet
LESS IS
MORE:
Designing
for People
Reducing complexity
was a key ambition
for marketers &
creatives looking
towards a mobiledominant media
landscape.
“Time is the new
currency”.
“Eliminate time-sucking
and we’ll get more
productivity.”
“If you’re running a
commercial and you
don't have a mobile
component, you've
missed a chance to
connect further with
the consumer”.
Social
Video
Strategies
for Mobile

Solo

2 rápidas ideas...
“Video is my highest ROI”
Focus
on the
Moment
Mobile offers an
opportunity for brands to
achieve “intimacy at
scale” with consumers.
Consideration
is the New
Awareness
INSIGHTS.
PEOPLE NOT
TECHNOLOGY
People are the
mobile
technology, not
the devices.
Consumers do not
differentiate
between mobile
and non-mobile
behaviour any
more than they do
between online
and offline
activities.
Think about their
needs and
behaviours, not
the technology
itself.
EVERYTHING
WORKS
TOGETHER
Mobile will
become an
important part of
enterprises’
customer
experience
strategies,
increasing
customer
experience.
Consumers are
adopting Mobile
for service
interactions.
360ª Integrated
communications
.
“Dividing your brand communication into a
range of smaller ideas – distributed and
shared with participants - is essential to a
balanced communications mix that achieves
brand growth”. John Grant. Author “The Brand Innovation
Manifesto”
MOBILE
DRIVES MEDIA
Playing the new game to win means letting go
of antiquated philosophies and approaches
and recognizing the customer’s power and the
importance of nurturing them throughout their
journey, and realizing that the journey never
ends… The mobile is an excellent tool!!!
Make Your Brand Mobile
Thank You
Contact

Fernando Barrenechea
@fbarrenecheaf

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Make Your Brand Mobile

  • 2. 89% of online businesses have not yet developed their brand for mobile devices. In an increasingly device-centric world, this is a crucial issue that needs to be addressed across every industry.
  • 4. ü  > 50% of Europeans have a Smartphone. ü  One-third of US households have a tablet. ü  On average, we check our phones every six minutes. Check Out the Stats... ü  There are six billion mobile phones in the world, which will rise to 10 billion in the coming years, driven by a growing trend for owning two phones. ü  There are more Android phones activated daily than babies being born in the world. ü  In the US & Europea, 70% of consumers have their phones with them when watching TV.
  • 5. The advent of innovative channels and technologies have created a new breed of customers with a fresh set of expectations, causing the need for organizations to revamp and reasses their approaches toward customer management in order to keep up.
  • 8. Marketing should always be about the customer. For so long, marketers defaulted to the idea that marketing is about the brand, but, while branding and messaging are important, marketing is really about the individual at the receiving end of the message. Focusing on giving your customers a great experience is an extremely effective way to expand your business.
  • 9. “You can spend 15 Million on advertising, go bankrupt and your name still means nothing to people. Your brand is created out of customer contact and the experience your consumers have of you”. Stelios Haji-Ioannou. Founder Easy Jet
  • 11. Reducing complexity was a key ambition for marketers & creatives looking towards a mobiledominant media landscape. “Time is the new currency”. “Eliminate time-sucking and we’ll get more productivity.” “If you’re running a commercial and you don't have a mobile component, you've missed a chance to connect further with the consumer”.
  • 13. “Video is my highest ROI”
  • 15. Mobile offers an opportunity for brands to achieve “intimacy at scale” with consumers.
  • 19. People are the mobile technology, not the devices. Consumers do not differentiate between mobile and non-mobile behaviour any more than they do between online and offline activities. Think about their needs and behaviours, not the technology itself.
  • 21. Mobile will become an important part of enterprises’ customer experience strategies, increasing customer experience. Consumers are adopting Mobile for service interactions. 360ª Integrated communications .
  • 22. “Dividing your brand communication into a range of smaller ideas – distributed and shared with participants - is essential to a balanced communications mix that achieves brand growth”. John Grant. Author “The Brand Innovation Manifesto”
  • 24. Playing the new game to win means letting go of antiquated philosophies and approaches and recognizing the customer’s power and the importance of nurturing them throughout their journey, and realizing that the journey never ends… The mobile is an excellent tool!!!