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
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
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
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
36.
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
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
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
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
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
