Palestra Facebook no evento Marketing de Performance para Real Estate - Properati

Reaching the Connected ConsumerClassifieds in a Social World

March 2015

Macarena RuizClient Partner Tech, Telco, Finance & eCommerce

Classifieds are fundamentally social

3 key trends reshaping the classified world

#1Digital > Print

The world is changing has changed

Source: eMarketer, April 2014

3:11

5:46

4:24

4:28

1:36

1:200:50

0:26

2010 2014

Daily Share of US Media Consumption 2010 - 2014

Print

Radio

TV

Digital

#2Mobile is not a technologyIt is a consumer behavior

Source: Comscore, July 2013

50% of digital time spent is spent on mobile

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

Dec-2012 Jan-2013 Feb-2013 Mar-2013 Apr-2013 May-2013 Jun-2013 Jul-2013 Aug-2013 Sep-2013 Oct-2013 Nov-2013 Dec-2013 Jan-2014 Feb-2014 Mar-2014

Time Spent on Mobile Retail Sites vs. Apps(Billion Minutes)

Mobile web Apps

Apps

Mobile web

80% of time on mobile is

spent in apps

Mobile apps are taking center stage in the shift to mobile

Source: comScore, Feb 2014 (US Only)

Source: Facebook Audience Insights, July 2013

1.3Bmonthly active users

802MDaily active users

609MMobile daily active users

Facebook in Brazil

Every day Every month

That’s

of Internet

users in

Brazil

85%

67%

people daily people dailyon mobile

people monthly people monthlyon mobile

>62M >50M >92M >77M

Source: Facebook Internal Data based on stated and inferred data, average for Dec 2014.

Percentage of Internet and mobile phone users calculated with data from eMarketer, Nov 2014.

of monthly active users return daily

#3People are omnichannel

© comScore, Inc. Proprietary. 16

41% 56% 76%

67% Have started shopping on one device (or in store) but completed the purchase elsewhere

77%

$ $

↓

$ $

↓ ↓ ↓

The omni-channel consumer is the new reality, touching multiple

platforms in the path to purchase

O: How frequently do you start shopping on one device (or in a store) and then finish the purchase on another device (or in the store)? Base: Total respondents, ‘I don’t know’ have been excluded (n=1,740) START. Where did you start shopping? COMPLETE. Where did you complete your purchase? Base: Started shopping on one device and purchased elsewhere (n=1,164)

Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, United States

Source: comScore,/PayPal “Reaching the Connected Consumer” Custom Surveys, United States

So what?

Key strategies

1

Aqcuire

BuyersDrive app

downloads

Intelligence

in CRM

database

2 3

Dúlio Matos

Solution Engineer, LATAM

Querem comprar um apartamento na zona

sul?

Querem comprar um emprendimento novo? Querem

alugar no bairro?

O Problema

Como Encontrar Audiências

Core

Audiences

Baseadas no perfil e

comportamento

Homem

35–60

São Paulo

Curtiu

Construtoras


Core

Audiences


comportamento


Custom

Audiences

Pesoas que interagiram com a

Properati


Lookalike

Audiences

Pessoas de perfil SIMILAR às

que interagiram com a

Properati


Core

Audiences

Lookalike

Audiences

Custom

Audiences


comportamento

Pesoas que interagiram

com a Properati

Pessoas de perfil similar

às que interagiram com

a Properati

Como encontrar o App

Source: Google’s Our Mobile Planet, Sept 2013

Consumidor

médio possui

27 apps no

seu telefone

Trazer o usuário de volta

Newsfeed de quem já

instalou o app

Direto para os imóveis que

interessam

Evolução

Novos usuários Direto para os imóveis que

interessam

Para a loja

5xMais leads cadastrados

Properati é o primeiro caso de sucesso em Imóveis na América Latina

Palestra Facebook no evento Marketing de Performance para Real Estate - Properati

Real Estate

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