How To Develop A Mobile Strategy?

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How To Develop A Mobile Strategy?

Mobile Is Big Today...Globally

40% of shoppers consult three or more channels before making a purchase and 4/5 consumers use smartphones to shop!*

55% of mobile users in China have made a purchase via their mobile phone

Source: *Convince and Convert / ** GlobalWebindex “State of Global E-Commerce Report 2013”

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...In Latam...

400 Million people in Latin America used mobile phones in 2014

42% of shoppers in Latam have purchased via mobile or APP within the last 12 month (mobile mostly driven by Chile)

Source: *eMarketer Dec2014 / ** SAP Loudhouse

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16.5% of all

internet traffic in Chile comes from mobile

phones

Highest mobile penetration in Latam

73%

99%of Chilean have apps on their smartphones

Internet access exclusive on mobile

devices

38 %

...And In Chile!

Source: eMarketer/comScore

The Big Challenges For Advertisers

On-Site and In-APP experience:

• Improve usability• Improve navigation• Increase trust

Improving Mobile Conversion Rate

Mobile Shopper Experience

41% have turned to a competitor after having a bad mobile experience

61% of people say they have a better opinion of brands when they offer a good mobile experience

Source: *Google / **Latitude

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Think Cross-Channel & Cross Device:Off-Site- experience:

• Communication• Personalization• Prioritisation• Frequency Cap• Efficient use of 1st Party Data

Cross Platform-Device-Browser

Campaign Types

Visit Retarget Return

HTML 5The one open, industry-standard, universal format for building mobile creative

Higher CTR on mobile web campaigns.

Increased overall campaign volume while maintaining the same ROAS.

Post click conversion rates on mobile stayed consistently within 15% of desktop conversion rates

20%

15%

15%

With HTML 5 Technology,Forever 21 achieved

Mobile Is Big Today – Use It Right!

1. Do not consider mobile as an necessary evil, consider it as a huge opportunity with high ROI

2. Create concept and experience of your Mobile Site and APP from a customer point of view

3. Create the right advertising and communication strategy cross device and cross channel

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Moritz WolffDirector of Accounts LATAM

moritz.wolff@sociomantic.com

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