2. MOBILE STRATEGY
Pedro Del Priore / CEO of Ginga and
Mobile Marketing Association Chairman - Brazil

3. Planning is key.

4. Why?

6. MOBILE

9. 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

10. Argentina Mobile today:
» 40MM users
» 64MM connected lines
» 10MM smart phones

11. .Vs

12. Mobile is
unique

14. #1 STRATEGIC OBJECTIVES
#2 WHO IS YOUR CONSUMER?
#3 MOBILE TOUCH POINTS
#4 ACTIVATION and MENSURATION
// MOBILE PLANNING - TOPICS:

15. #1 STRATEGIC OBJECTIVES

16. With clear objectives, aligned with the
challenges and values of your company
Just like your “traditional”
communication plan, mobile
must be strategic
STRATEGIC OBJECTIVES1

17. We are witnessing
three common situations
STRATEGIC OBJECTIVES1

18. The companies that simply
ignore the medium
#1
STRATEGIC OBJECTIVES1

19. #2
The ones that do it for
the “hype”
...following trends, but not knowing why
STRATEGIC OBJECTIVES1

20. My competitor
has it, so why
shouldn’t we?
STRATEGIC OBJECTIVES1

21. #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

22. Your presence on mobile must be
strategic and needs to be aligned with
your marketing, communication and
business objectives
STRATEGIC OBJECTIVES1

23. STRATEGIC OBJECTIVES1
Strategic vision for apps,
but no Mobile version of its
website.
PERSONAL:

24. STRATEGIC OBJECTIVES1
Optimized website for
mobile, but no strategy for
apps.
MOVISTAR:

25. STRATEGIC OBJECTIVES1
ARNET and CLARO:
Telecoms companies
with no mobile websites

26. STRATEGIC OBJECTIVES1
SAMSUNG and LG:
Argentinean versions
of global websites are
prepared for mobile
access.

27. STRATEGIC OBJECTIVES1
SONY (US) and
SONY (ARG)
Same company
websites, but the
argentinean version is
not mobile-friendly.

28. #2 WHO IS YOUR CONSUMER?

29. We need to understand our
consumers
WHO IS YOUR CONSUMER2

30. Source: Blitz LA
WHO IS YOUR CONSUMER2

31. WHO IS YOUR CONSUMER2

32. Source: Google e IPSOS / 2012
WHO IS YOUR CONSUMER2

33. Source: Google e IPSOS / 2012
WHO IS YOUR CONSUMER2

34. Mobile changed the way we deal
with many things in our lifes
WHO IS YOUR CONSUMER2

35. We don’t spend more
than an hour without
looking at our phones.
DO WE?
WHO IS YOUR CONSUMER2

37. “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

38. What do you carry in your pockets
that’s most essential to you?
Research by Nokia, Jan Chipchase
WHO IS YOUR CONSUMER2

39. Keys • Money • Phone
Research by Nokia, Jan Chipchase
WHO IS YOUR CONSUMER2

41. “Survival”
Today mobile phones are our connecting link with the world
WHO IS YOUR CONSUMER2

43. Consequently we are becoming more
obsessed with tasks that we can perform in
“micro-minutes” or even “micro-seconds”
WHO IS YOUR CONSUMER2

44. Peapod
More than 100 stores in
train stations
Source: Trendwatching
WHO IS YOUR CONSUMER2

45. Snapchat
October 2012, processing
more than 20 million photos
per day
Source: Trendwatching
WHO IS YOUR CONSUMER2

46. 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

47. WHO IS YOUR CONSUMER2
“Showrooming”

48. Our consumer:
WHO IS YOUR CONSUMER2
How he behaves while
browsing in his mobile?
What does he need?
What is his journey?

49. #food for thought
Are you providing something
useful to your clients and users?
WHO IS YOUR CONSUMER2

50. #3 MOBILE TOUCH POINTS

51. 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

52. There are different touchpoints
that must be considered
MOBILE TOUCHPOINTS3

53. 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

54. 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

55. 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

56. 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

57. Reference: VOXY"
Learn English anywhere
Product experience fully
optimized for mobile,
using the devices
resources and integrated
seamlessly across
platforms
MOBILE TOUCHPOINTS3

58. Right vs. Wrong
MOBILE TOUCHPOINTS3

59. Reference: H&M"
UX and content optimized
for the device
MOBILE TOUCHPOINTS3

60. Reference: Skinny Ties
Experience optimized
mobile commerce (visual
and functional)
MOBILE TOUCHPOINTS3

61. Am I exploring the mobile touch
points adequately?

62. ACTIVATION AND MENSURATION
#4 ACTIVATION and MENSURATION

63. 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

64. Apps
Search
Vertical
SMS
Portals
Social
Ad
Networks/
Exchanges
MOBILE
ADVERTISING
...
ACTIVATION and MENSURATION4

65. And as with any marketing
initiative, especially digital,
we need to generate and
understand the results
ACTIVATION and MENSURATION4

66. #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?

67. Are you activating and
measuring your mobile
initiatives adequately?
ACTIVATION and MENSURATION4

68. PROCESS
ACTIVATION and MENSURATION4

69. Results
Activation
Initiatives
and KPIs
Opportunities
Consumer
Objectives

70. Results
Activation
Initiatives
and KPIs
Opportunities
Consumer
Objectives
Define.
Define the objectives of your mobile strategy.

71. Results
Activation
Initiatives
and KPIs
Opportunities
C Consumer
Objectives
Study the relationship between consumers, brand and
product in the mobile context
Study.

72. Results
Activation
Initiatives
and KPIs
Consumer
Objectives
Opportunities
Identify insights and opportunities to explore
the mobile touch points in your strategy
Identify.

73. 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.

74. 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

75. Measure, evaluate return and optimize
strategy
Results
Activation
Initiatives
and KPIs
Opportunities
Consumer
Objectives
Measure.

76. TAKEWAYS -»

77. _1 Think strategically
about mobile

78. _2 Make "understand
your consumer" a
constant exercise

79. _3 Explore the touch
points

80. _4 Invest adequately

81. _5 Keep up with the
mobile market and
specially MMA and IAB ;)

82. Gracias!
Pedro Del Priore
CEO of Ginga and
Chairman of MMA Brazil
pedro@agenciaginga.com.br
Twitter @pedrodelpriore