Palestra Mobile Intelligence 2013 - Corpbusiness
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PONTOMOBI
http://about.me/joaocarvalho
MOBILE MARKETING & PUBLICIDADE Desafios e Oportunidades – Mobilidade, Socialização e Usabilidade.
JOAO CARVALHO
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O QUE É MOBILE?
O APARELHO OU O CONSUMIDOR?
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CONSUMERS BRANDS
MOBILE NÃO É PENSAR O MARKETING VIA DISPOSITIVOS MÓVEIS.
É PENSAR EM CONECTAR MARCAS A AUDIÊNCIAS (CADA VEZ MAIS) MÓVEIS.
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CONEXÃO ENTRE MARCAS E CONSUMIDORES
CONCENTRADOR DE
AUDIÊNCIA
MOBILE MARKETING
MOBILE ADVERTISING
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CENÁRIO
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INTERNET MÓVEL
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A INTERNET É UMA SÓ
*FONTES: TELECO, ANATEL, QUALCOMM E TNS/RESEARCH
4 MI 200
9
16 MI 2010
124 MI 2014
E ELA SE MOVE CADA VEZ MAIS
3G CRESCE EXPONENCIALMENTE
41 MI 2011
66 MI 2012
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LAN-‐HOUSE VAI PARAR NO CELULAR PLANOS DE DADOS CADA VEZ MAIS BARATOS
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VOCÊ ACESSA A INTERNET PELO CELULAR?
• 40.8% já acessa a internet através do celular
• Isso representava mais de 30 milhões de pessoas**
• A internet móvel tem números superiores aos que a internet “tradicional” apresentava no começo de 2008***.
Base: toda a amostra
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E WILLIAM WAACK TEM BOAS NOTÍCIAS…
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REDES SOCIAIS
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PENETRAÇÃO DE REDES SOCIAIS VIA CELULAR
Base: toda a amostra Base: entrevistados que acessam a internet através do aparelho celular
Base Total Entre Mobinautas
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SOCIAL GOES MOBILE
DOS ENTREVISTADOS ACESSAM AS REDES SOCIAIS PELO CELULAR. 32%
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Fonte: FEV-‐2012 ANATEL, Teleco, Operadoras e IBOPE Nielsen
2EM3 INTERNAUTAS ACESSAM MOBILE WEB
PENSE NESSE NOVO CENÁRIO…
66 MILHÕES
94 MILHÕES
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PREPARE-‐SE PARA O INTERNAUTA MOBILE ONLY
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A ONDA MOBILE-‐ONLY…
A MAIORIA COM “SOCIALIZAÇÃO”!
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DESAFIOS E OPORTUNIDADES -‐ CASES
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MOBILE MARKETING
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ENTENDER COMO O SEU CLIENTE SE RELACIONA COM OS DISPOSITIVOS MÓVEIS.
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CYRELA E EVEN
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CYRELA
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COMO GERAR VENDAS COM DISPOSITIVOS MÓVEIS.
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MOVIDA E PÃO DE ACÚCAR DELIVERY
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COMO ME RELACIONAR COMO UM CONSUMIDOR EM MOVIMENTO?
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COMO ADAPTAR MEU MODELO DE NEGÓCIO
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ESTRELA DIGITAL
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ESTRELA DIGITAL
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ESTRELA DIGITAL -‐ TECNISA
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ESTRELA DIGITAL -‐ TECNISA
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ESTRELA DIGITAL -‐ FIAT
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ENVIE GRÁTIS A PALAVRA CASTING PARA 30120 E RECEBA UMA SURPRESA NO SEU CELULAR
Para: 30120
CASTING
Quer receber dicas para ter um cabelo incrivel? L'oreal
preparou tudo para voce.
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MOBILE ADVERTISING
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ONDE ENCONTRAR AUDIÊNCIA MOBILE?
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PREMIUM: PRINCIPAIS PROPRIEDADES DE MÍDIA PUBLICIDADE EM SITES MÓVEIS E APLICATVOS
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COMO MENSURAR O RETORNO?
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DADOS ADICIONAIS: TIPO DE APARELHO, DDD, ETC HÁ ABUNDÂNCIA DE NÚMEROS E MÉTRICAS
MEIO DIGITAL | 100% MENSURÁVEL
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COMO FAZER ALGO SIMPLES E AO MESMO TEMPO IMPACTANTE?
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FORMATOS DEFINIDOS PELA MMA GLOBAL (MOBILE MARKETING ASSOCIATION)
ALGUNS FORMATOS UNIVERSAIS
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FORMATOS DEFINIDOS PELA MMA GLOBAL (MOBILE MARKETING ASSOCIATION)
DRIVE TO M-‐SITE + CLICK-‐TO-‐CALL
Hotsite Promocinal + Click-to-Call
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FORMATOS | CLICK TO APP STORE EFETIVIDADE PARA PROMOÇÃO DE DOWNLOADS: 2 CLICKS AWAY
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FORMATOS | CLICK TO VIDEO ENTREGA DE CONTEÚDO MULTIMÍDIA
VEJA A PEÇA AQUI.
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FORMATOS | CLICK TO YOUTUBE MOBILE MÍIDIA SE APROVEITA DE CONTEÚDOS DISPON;IVEIS NA MOBILE WEB
Potencializar uso de propriedades otimizadas para ambiente mobile
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FORMATOS | CLICK TO MAP MOBILE É TUDO SOBRE CONTEXTO E LOCALIZAÇÃO
Hotsite da Campanha Google Maps Integrado
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FORMATOS | CLICK TO FACEBOOK MOBILE 50% DOS MOBILENAUTAS ACESSAM FACEBOOK
Ótimo CPL (Custo por Like), dado alto CTR de mobile combinado com alta penetração do Facebook
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RICHMEDIA | BANNER EXPANSÍVEL MAIORES TAXAS DE RETORNO. MELHOR EXPERIÊNCIA PARA MOBINAUTA.
Sempre com a possibilidade de fechar a peça.
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OU CRIAR UM PROJETO ESPECIAL
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SE APROPRIAR DE UM TERRITÓRIO
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PLATAFORMA DE RALACIONAMENTO COM REAL RELEVÂNCIA
CONTEÚDO CUSTOMIZADO
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FORMATOS DEFINIDOS PELA MMA GLOBAL (MOBILE MARKETING ASSOCIATION)
ALGUNS FORMATOS UNIVERSAIS
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OBRIGADO! JOAO CARVALHO [email protected] 55 11 3894-‐0204 55 11 98282-‐0630 http://about.me/joaocarvalho