mobile marketing - espm 22/07/2011
DESCRIPTION
Material apresentado na Palestra de Mobile Marketing do curso de Estratégia de Marketing Digital da ESPM.22/07/2011TRANSCRIPT
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CONTEXTO
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• 192 milhões de habitantes (IBGE, 2010)• 207 milhões de celulares (TELECO 2011)
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• 86% de crescimento da Apple• 166% de crescimento de outras marcas
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Mobilidade deixa de ser apenas pensar em
celulares e ações de SMS
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Mobilidade passa a ser estar em contato com telas interativas nos mais diferentes lugares e momentos do seu dia
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Claro Clube
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COMO A MOBILIDADE PODE AJUDAR
A MUDAR O SEU VAREJO?
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MOBILE COMMERCE
O QUE PODE SER FEITO?
CONSUMIDOR COLABORADOR
Fonte: National Retail Federation
MOBILIDADE NO VAREJO
MOBILE MARKETING
MOBILE OPERATIONS
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SMS
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MOBILE COUPONGeração de cupons direto no celular
Aumento de tráfego em lojas
Facilita medição do ROI
Comodidade para consumidor
ENVIE SMS GRÁTIS PARA 30120 COM PALAVRA CUPOMENVIE SMS GRÁTIS PARA 30120 COM PALAVRA CUPOM
MOBILE MARKETING
ENVIE SMS PARA 49820 COM PALAVRA MCUPOMENVIE SMS PARA 49820 COM PALAVRA MCUPOM
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PROMOÇÕES SMS PIN-CODEPromoção via código impresso nas embalagens do produto. Cliente participa via SMS.
Aumenta a taxa de participação pela comodidade
Reduz custo operacional de campanhas (logística)
Permite acompanhamento do desempenho em tempo real
MOBILE MARKETING
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TELECOM COMO PREMIAÇÃOOferta de créditos de telefonia.
Benefício de alto valor perceibdo para clientes com celulares pré-pagos (82% linhas)
Baixo custo operacional para entrega dos brindes (logística)
Primeiro passo para oferta de serviços Telecom (próximo passo MVNO)
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MÍDIA SMS BROADCASTDisparo de mensagens via SMS para a base opt-in das operadoras.
Alto poder de segmentação (aparelho, CEP, plano,etc.)
Comunicação feita 1 to 1
Resposta instantânea
Para: 30120
GOL
Compre Notebook
Inspiron 15 com roteador, por
12X RS 166,53 e leve Netbook
Mini 9 por apenas RS 999.
Ligue gratis 08007223433.
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+
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Envie SPRITE+SEU NOME grátis para 30120e receba uma surpresa no seu celular
Para: 30120
SPRITE ANA
Oi Ana! Acesse sprite.com.br
e jogue o Game 2.Zero de realidade aumentada!
Vc vai adorar! Bj, Dani
Calabresa
O que achou da ligação da Dani?1)Maneirissima! 2)Boa. 3)Normal.4)Não curti.Responda gratis com num 1 a 4.
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MOBILE ADVERTISINGNÃO É MÍDIA EM DISPOSITIVOS MÓVEIS
É MÍDIA PARA AUDIÊNCIAS MÓVEIS
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REDE DE PUBLICIDADE MÓVEL
Inventário mobile de 30 milhões de impressões em Mobile sites e aplicativos iPhone, IPAD, Blackberry e JAVA
24 milhões smsBase opt-in
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Banner expansível. Ex.: campanha para Arno veiculada no Climatempo.
FORMATOS
Ao clicar no banner usuário é direcionado para página otimizada e customizada para ação.
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COCA-COLA ZERO// MÍDIA EM VEÍCULOS E OPERADORAS
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E MUITOS OUTROS
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Para: 30120
GOL
Compre Notebook
Inspiron 15 com roteador, por
12X RS 166,53 e leve Netbook
Mini 9 por apenas RS 999.
Ligue gratis 08007223433.
DELL // BROADCAST SMSBASE OPT-IN DE OPERADORAS
SEGMENTAÇÃO GEOGRÁFICA E PERFIL COMPRADDDs Sul e Sudeste + Gastos acima de R$ 100 +Click-to-Call
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Para: 30120
GOL
Baixe agora a musica oficial da Coca-Cola na Copa do Mundo da
Fifa! Acesse www.campanhas.mobi/coca
. Trafego tarifado.
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Produzido por:
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CARNAVAL INTERATIVO//PORTELA
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1# ALINHAMENTO DE ESTRATÉGIA GERAL
2# ENTENDIMENTO DOS OBJETIVOS GERAIS DA AÇÃO / CAMPANHA
3# PLANEJAMENTO EM MOBILIDADE (PEM)
4# DEFINIÇÃO DE METAS E MÉTRICAS
5# IMPLEMENTAÇÃO E GERENCIAMENTO
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