Download - Mobile Marketing 100210
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_Mobile Marketing.
_UndergroundFebrero 2010
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_Quién no tiene celular?
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_3 abril 1973 Martin Cooper, Motorola.
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_”Las personas quieren hablar con otras personas, no con una casa, un auto o una oficina. Si tuvieran la posibilidad, las personas demandarían tener la libertad para comunicarse dondequiera que estén.”
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_ Todo muy lindo. Pero hubo que esperar hasta 1983 para poder comprar un celular.
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naciste?_Mobile
1.0
_Motorola lanzó el
primer equipo.
Ofertón: USD
$3.500
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_Si no tenías problema por tener dos números diferentes, uno lo podías poner en tu auto.
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_Empezó la carrera para hacerlo más
portable.
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_Algunos demasiado portables.
*cell phone rings*Maury: Hello, Derek are you hearing me?Derek: GOD!?
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_Y para darle nuevas funcionalidades.
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_En este punto empieza a gestarse el Mobile 2.0.
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_Mobile 1.0
Comunicación
_Mobile 2.0DiversiónContexto
_Web 1.0 Información
_Web 2.0ColaboraciónSocial Media
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_Mobile 2.0 Es tan
divertido como quieras.
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_Tu celular es una forma de expresión.
_Siempre está prendido.
_Guarda tus fotos, tu música,
tus juegos, tus videos.
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_Te permite relacionarte._Te permite crear._Te da acceso a una inteligencia colectiva.
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_Te permite sincronizar web con mobile.
_Te da acceso a contenidos relevantes.
_Ubicuidad universal.
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_El ecosistema mobile es ultra Darwiniano.
_En 2009…
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_40.000.000 de líneas en Argentina.
_Nokia creó comunidades.
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_9 mesasa
_40.000.000 de líneas en Argentina.
_Apple creó su App Store.
_Thanks 3 billions.
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_9 mesasa
_40.000.000 de líneas en Argentina.
_BlackBerry los siguió.
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_Algunos sites lograron sinergizar su propuesta web con el uso de mobile.
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_40.000.000 de líneas en Argentina.
_Facebook: 400M u,100 mobile.
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_Twitter: 80 millones de usuarios.
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_40.000.000 de líneas en Argentina.
_Google Latitude.
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_40.000.000 de líneas en Argentina.
_Flickr.
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_Otros, como Motorola o MySpace, no supieron escuchar a sus clientes a tiempo y perdieron el liderazgo de sus categorías.
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_En 2010…
_Nokia pierde el rumbo._Google lanza el Nexus 1.
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_Apple lanza el iPad.
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_Mobile MarketingQué pasa en Argentina?
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_40.000.000 de líneas.
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_Todos dicen: “Ahora va en serio, este es el año de mobile.”_JA!
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_Por qué no:
_Los Brand managers casi nunca se arriesgan, se
limitan a hacer lo seguro.
_Las agencias no tienen idea y generalmente
tampoco les preocupa entenderlo.
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_Por qué no:
_El peor obstáculo: los Carriers, que entienden
al revés el concepto Valor Agregado.
_Otras limitaciones coyunturales del mercado.
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_Ejemplo real: Nos venden un track mp3 a $3 más IVA
Usuario tipo: “Por qué voy a pagar por un track si puedo bajar gratis toda la música que quiero?”
?
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_Ejemplo real 2:
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_Qúe hacer como profesionales?_Ideas, ideas, ideas._Educar al cliente y a la agencia._Ser curiosos, investigar.
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_Mobile Marketing.Posibilidades y Crossover.
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_SMS
_zzzz
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_Nativos digitales: 500Km/h
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_SMS
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_SMS
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_MMS
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_WAP
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_WAP
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_Bluetooth
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_Advergaming.
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_Códigos Bidimensionales
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_Aplicaciones iPhone
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_Twitter
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_Twitter
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_Mobile Social Networking
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_Mobile Social Networking
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ALT 1
_Mobile Social Networking
Always there
_Wipii -the mobile social network developed by Addict Digital Media-
made it to the final stage of the Mobile Peer Awards held in Barcelona (Spain)
on February 16, 2009._Addict Digital Media was
the only start-up from Latin America that
qualified to participate._Our project combined WAP, Web and SMS technologies.
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_RFID
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_Via Pública Interactiva
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_Augmented reality.
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_Se borra la línea entre
lo real y lo virtual.
_Pasamos del contenido al
contexto.
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_
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_Personalizado al máximo, es sólo para mi.
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_Cómo sigue la
historia?
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_Horribles Mutaciones genéticas?
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_La inversión publicitaria seguirá creciendo.
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_Más marcas van a usar mobile para llegar a su target.
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_Apple propone reinventar la publicidad móvil.
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_Unos números.
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_Vamos cerrando.
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_1concepto:_Contexto
_1 tarea pendiente:
_Sean curiosos
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_Próxima clase - consigna:
_De una campaña ya existente que les guste, desarrollar una propuesta para el canal mobile.
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_Research http://www.mobileyouth.comhttp://www.gartner.comhttp://www.digitalbuzzblog.comhttp://www.personalizemedia.comhttp://www.movilsurhttp://momobuenosaires.com/blog/red-momo/http://www.movilion.com.ar_Campañas http://www.mobiadnews.comhttp://www.mobilemarketer.comhttp://www.mobilecommercedaily.comhttp://www.mmaglobal.com