Mobile Advertising Day was the scene of a series of presentations on new trends in this market.
During the third Mobile Advertising Day, held in Mexico City, Telefónica Movistar’s Director of Digital Marketing Services, María de los Angeles Callejo Rodríguez, assured that 2020 will be the year of online purchase, and Industries such as banking, automotive, retail and e-commerce, will have a greater boom.
A presentation given at the event entitled: “Trend in the mobile marketing market”, emphasized the need to give the customer a better browsing experience. “We know that consumers no longer want intrusive advertising, so a better experience should be provided in response to their needs, otherwise the use of ad-blockers will increase.”
In addition, she said that approximately 85% of mobile users are intolerant of advertising. “Don’t forget that the advertisement costs the customer, and that you have to adjust to their needs and avoid at all costs the involuntary click mechanisms that are the worst experiences left for the user.”
“Given this situation, Telefónica proposes three things: the first is to increase performance; The second, to encourage web browsing through sponsored data, and finally, to retain customers, the latter being perhaps the most important, “Callejo said.
On the other hand, Telefónica Advertising manager in Mexico, Alejandra Fuentes, in his presentation on “The new channels of Movistar: Mobile marketing”, said that the company follows in the footsteps of GAFA (Google, Apple, Facebook and Amazon ) Where there is no difference between users who pay and those who do not.
During the “Sponsored Data: Generating Value for the Consumer” presentation, the VP of Monetization for LatAm, Marcio Chaer, explained that the mobile strategy is based on three pillars “privacy data, context and mobile data”.
In Latin America, data is not unlimited, so connectivity is the first step to progress. In the specific case of Mexico, a leading country in penetration of mobile devices, investment in advertising should be greater and more effective.
“One way to do this is to give consent to the customer, but how is it achieved? By giving attractive plans and data packages, because anyone who does not have data on their mobile, feels disconnected, and there is no better way to compensate the customer than giving him Data for their best navigation experience. The data is now the digital currency, “Chaer said.
During the meeting, which was attended by the manager of Big Data & Analytics of Telefónica, Francisco Javier Rodríguez, and Emmanuel Perez, manager of Corporate Accounts of Spiralis – they said that the key is “to know your customers in order to establish marketing strategies”. This must be achieved to penetrate the market and give a better experience, both in navigation and purchase.
Spiralis’ representative said that “connecting the brand with the right people, at the right moment and contextually, using tools such as proximity targeting, historical location, location based creative and attribution, has been in practice a resounding success.”
In addition to these digital tools, Axonix, the Telefonica backed first data-driven programmatic platform, demonstrated how it is possible to create more accurate approaches using insights into consumption habits.