Las personas, dispositivos y el viaje de compra en la era digital
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Anahi Sandoval - eCommerce Day Ecuador 2019
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Las personas, dispositivos y el viaje de compra en la era digital
- 2. 1B Personas en Instagram cada mes3 1.3B Personas que usan Messenger cada mes3 2.2B Personas en Facebook cada mes1 Las personas se conectan con los negocios 80 MM negocios usan Facebook para generar ventas todos los días
- 3. Todo Junto ROI/Sales/ Brand LIft Prensa Subscriptores Tráfico Vallas Radio Radio escuchas Mail directo Households TV Nielsen Rating Points Desktop CTR Mobile CPM/CTR Dispositivos conectados CTR/CPC/CPA 3 Hoy el mundo está interconectado con varios dispositivos 2000170 5 1940 201019941920 2018+ Measurement Metrics 1850 Source: “From One Screen to Five”, FBIQ n conjunction with Millward Brown Digital and Firefly Millward Brown, (commissioned by Facebook IQ), US only, March 2018
- 4. El viaje de compra ha cambiado 50% 41%de las personas utilizan tres o más dispositivos inician una actividad en un dispositivo y la finalizan en otro Faceboo k Búsqued a Desktop en casa Desktop en el trabajo Instagra m Visualizació n del anuncio Faceboo k Conversión Web Tienda Física
- 5. ¿CUÁL ES EL RETO DE LAS MARCAS?
- 7. Dar a conocer una marca Ganar market share Ventas Incrementar número de transacciones Incrementar ticket promedio Aplicación Puntos de venta físicos
- 8. Marketing basado en cada etapa del viaje de compra del consumidor Reconocimiento Intención VentaConsideración CLIENTES FI DELIZADOS CICLO DE COMPRA
- 9. Marketing basado en personas Formatos inmersivos Medición multidispositivo Facebook lo hace posible Automatización
- 11. Original TVC Mobile Optimized 20% Más personas vieron el video optimizado completo +10pt Recordación del anuncio, +6 pt más alto que el commercial original
- 14. Conectar necesidades de negocio con soluciones Estrategia full funnel Creatividad adaptada a mobile. Influencia crossmedia En resumen…
Notas del editor
- Consumen las plataformas de manera constant a lo largo del día And they spend frequent, consistent time on our platforms and services … ------------ - 2.2B people are on FB and - 800 Million people on Instagram each month - Over 1B people are reached through Audience Network every month - 1B people use WhatsApp daily - and 1.3B people use Messenger every month.
- Los cambios acelerados en el panorama de los medios han creado complejidades. Todo era más sencillo 300 años atrás cuando solo existían los medios impresos. Ahora, hasta hace 10 años que el internet y los dispositivos móviles generaron un cambio disruptivo en la forma de comunicarnos. Hoy, el 50% de las personas se encuentran en múltiples dispositivos (TV, teléfono móvil, computadora de escritorio) en un momento dado, y eso solo seguirá creciendo. HOY EL MUNDO ESTÁ INTERCONECTADO CON VARIOS DISPOSITIVOS
- Es este contexto complejo y cambiante marcas y personas se comunican. Han aumentado los touchpoints de influencia de una marca desde que se descubre el product hasta la compra.
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- Todos nuestros productos estan diseñados para cumplir diferentes objetivos en las etapas del recorrido del consumidor. Vemos que pasar del conocimiento de la marca, el producto o el servicio a generar demanda para el producto o servicio, a adquirir pistas para continuar y, finalmente, a la transacción.
- Well-known brands to smaller local businesses, have been able to find success advertising on Facebook by leveraging our powerful advertising tools. How? What makes Facebook advertising so effective? People-based marketing: Globally, 1.4B people use Facebook every day (Source: Facebook Q2 2018 Earnings Report), and we take that understanding of people to enable brands and businesses to connect with their audience in relevant, meaningful ways, across multiple devices. Automation: RAPID ADVANCES ARE BEING MADE WITH ARTIFICIAL INTELLIGENCE... AND THE ABILITY FOR MACHINES TO “LEARN” OVER TIME BY BEING ABLE TO RECOGNIZE WHAT’S PUT IN FRONT OF THEM, WHICH IN TURN HELPS THE TECHNOLOGY GET SMARTER AND MORE INTUITIVE. AI POWERS MANY OF OUR CORE SERVICES AT FACEBOOK. IT HELPS CHOOSE THE STORIES THAT ARE MOST RELEVANT TO US IN OUR NEWS FEED, IT CAN HELP FIND FRIENDS IN PHOTOS AUTOMATICALLY, AND IT CAN HELP BUSINESSES CONNECT WITH CUSTOMERS IN REAL-TIME THROUGH SERVICES LIKE MESSENGER. WE THOUGHT... IF WE CAN SERVE UP UNIQUE CONTENT TO BILLIONS OF PEOPLE, AND DO SO IN A RELEVANT WAY THAT DELIGHTS THEM ENOUGH TO COME BACK 20 OR MORE TIMES PER DAY, PERHAPS WE CAN APPLY SOME OF THIS LEARNING TO HELP ADVERTISERS CONNECT TO CONSUMERS IN THE SAME WAY. The 2B people who use Facebook every month do not see the same content over and over again. They receive a personal, curated experience based on their interests and behaviors. Across the Facebook family, L’Oréal can deliver the same personalized experience through ads no matter where a person is in their consumer journey. This is achieved by combining what we know about people with what L’Oréal knows about its customers across its websites and stores. L’Oréal’s opportunity: L’Oréal has 1B Visits to its websites, 38% of media investments are in digital (2017 Annual Report) Maching Learning picks up patterns, what people do, what matters to them to show/match content to them Click based model does not convert as well as a conversion based model: to do that we need the signals and then the targeting and value returned is optimised Innovative Formats: Research shows that native ads, or those that match the look, feel, form or function of their surrounding environment, can perform up to 7x better than standard formats (Source: IHS Research, commissioned by Facebook Audience Network, May 2016). Majority of ads delivered via Facebook's advertising platform are native and we also offer other highly engaging video and display formats that you may have used for your Facebook campaigns, like Carousel Ads, and Dynamic Ads that enable you to showcase multiple products, and in-stream video ads. Measurement: The realities of consumer cross-device and cross-channel movement make it more important than ever for marketers to have accurate measurement to evaluate their efforts. Our solutions help you: 1) Measure real business outcomes across the consumer journey – outcomes like brand awareness or sales. 2) Measure incremental lift so you can understand how much additional business you generated with your ad campaign over others. 3) Because our measurement is based on real people, it allows you to connect people across devices, channels and publishers. All of these tools plus Facebook’s optimization and delivery engine, have worked great for millions of advertisers…but how can you leverage these tools beyond Facebook to improve the effectiveness of your campaigns across the web?
- 1.7 segundos en promedio para captar la atención de la gente.
- But creating Mobile video doesn't have to be onerous. For instance, here’s an example from Bose. They re-edited existing video ads for mobile. And those ads were watched for longer and performed better. They didn’t need to do a whole separate production, it was about making the assets they already had work for a mobile audience.
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- Ads typically interrupt. maybe we can interrupt our ads.