mobile marketing?
DESCRIPTION
What's up with mobile marketing?TRANSCRIPT
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Mobile Marketing
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Perguntei a algumas pessoas o que achavam de mobile
marketing
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Meus amigos disseram:
HEIN?
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Meus pais disseram:
Aquele negócio de enviar SMS que você faz?
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Outros disseram:
Você diz, aquele spam da operadora?
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Achei melhor procurar meus semelhantes
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Uns me disseram:
Muito complicado
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Outros me disseram:
Cool!
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Enquanto isso, o consumidor continua
entre o ? e o SPAM
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É impressão minha ou mobile marketing não é realmente lá
essas coisas?
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Alguns problemas que nos afligem
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• Orgulho excessivo do meio
• Respostas-padrão
• Culto ao hype
• Apego a eyeballs
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Alerta: demonstração desnecessária
de números irrelevantes
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Mercado Mobile O acesso à web no celular corresponde a 8% dos assinantes
5% acessam à internet exclusivamente pelo celular
70% da população no Brasil envia SMS com regularidade
80% dos acessos à web móvel são feitos por smartphones
Nos EUA a venda de smartphones já superou outros celulares
70%
20%
8%
SMS Multimídia Mobile Web
Uso do celular 25-44 anos
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Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum
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Fonte: http://www.teleco.com.br
Brasil: 162M
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Não nos faltam chavões
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Mobilepresentationgenerator
O celular está com o consumidor 24X7
O celular está sempre a menos de 1 metro
Anytyme, anywhere
O consumidor sempre conectado
Cada pessoa, um ponto ativo de conexão
Sempre informado, sempre pronto
Não são mensagens, são conversas
√
√
√
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E arrematamos com:
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Lista interminável de tecnologias ajustadas de acordo com a empresa e o hype
• Bluetooth
• Text to win
• SMS patrocinado
• Mobile web
• Apps iPhone
• Apps Android
• Site Móvel
• Realidade aumentada
• Torpedo de Voz
• QR Code
• Geolocalização
• (...)
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Com isso, você pode:
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Comprar um KitKat!
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• O mesmo material
• Os mesmos (nem sempre confiáveis) números
• As mesmas idéias
• Encontrados todos aqui:
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E com isso, nós temos...
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O ataque (sazonal) dos (cases) clones
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Qual o resultado disso?
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O ano do mobile marketing
• 2005
• 2006
• 2007
• 2008
• 2009
• 2010
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Mas espera aí? Você não deveria falar bem?
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Na verdade, o uso do celular como mídia já
está acontecendo, agora
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• NASDAQ: Smartphone Index
• Microsoft/Dell/Google/Apple/HP
• iPhone (Apple): 180.000 apps, 4 bilhões de downloads
• Android (Google): + de 100 aparelhos
• Em 2015 mais pessoas acessarão à web no celular que por meio de PCs
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Compartilhar
DivertirFacilitar
Informar
Registrar
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O diferencial do celular, o que o torna único
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FLOW
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Definição:
Processo mental em que a pessoa está totalmente imersa no que está fazendo, envolvida integralmente na atividade e no sucesso desta.
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Engajamento
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Construir uma experiência a partir do contexto de uso do produto e em torno dos recursos que o celular oferece.
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Como posso fazer isso?
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Contexto + Mobile
• Branded Utility
• Relacionamento
• Entretenimento
• Conexão
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A entrega da mensagem como utilidade cria conexão imediata com o consumidor
Branded Utility
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A entrega de informações e benefícios com mais eficiência
Relacionamento
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A geração de experiências pessoais únicas e inovadoras
Entretenimento
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A conexão entre momentos e espaços diferentes por meio do celular
Conexão
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Comece pela experiência.
Apenas então, construa sua ação
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@teco