Palestra Facebook no evento Marketing de Performance para Real Estate - Properati
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Palestra de Macarena Ruiz e Dúlio Matos, ambos do Facebook, no primeiro Marketing de Performance para Real Estate no SECOVI-SP em 17 de março de 2015.
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Palestra Facebook no evento Marketing de Performance para Real Estate - Properati
- 1. Reaching the Connected Consumer Classifieds in a Social World March 2015
- 2. Macarena Ruiz Client Partner Tech, Telco, Finance & eCommerce
- 4. Classifieds are fundamentally social
- 5. 3 key trends reshaping the classified world
- 7. The world is changing has changed Source: eMarketer, April 2014 3:11 5:46 4:24 4:28 1:36 1:20 0:50 0:26 2010 2014 Daily Share of US Media Consumption 2010 - 2014 Print Radio TV Digital
- 8. #2 Mobile is not a technology It is a consumer behavior
- 9. Source: Comscore, July 2013 50% of digital time spent is spent on mobile
- 10. 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 Dec-2012 Jan-2013 Feb-2013 Mar-2013 Apr-2013 May-2013 Jun-2013 Jul-2013 Aug-2013 Sep-2013 Oct-2013 Nov-2013 Dec-2013 Jan-2014 Feb-2014 Mar-2014 Time Spent on Mobile Retail Sites vs. Apps (Billion Minutes) Mobile web Apps Apps Mobile web 80% of time on mobile is spent in apps Mobile apps are taking center stage in the shift to mobile Source: comScore, Feb 2014 (US Only)
- 11. Source: Facebook Audience Insights, July 2013 1.3B monthly active users 802M Daily active users 609M Mobile daily active users
- 12. Facebook in Brazil Every day Every month That’s of Internet users in Brazil 85% 67% people daily people daily on mobile people monthly people monthly on mobile >62M >50M >92M >77M Source: Facebook Internal Data based on stated and inferred data, average for Dec 2014. Percentage of Internet and mobile phone users calculated with data from eMarketer, Nov 2014. of monthly active users return daily
- 14. © comScore, Inc. Proprietary. 16 41% 56% 76% 67% Have started shopping on one device (or in store) but completed the purchase elsewhere 77% $ $ ↓ $ $ ↓ ↓ ↓ The omni-channel consumer is the new reality, touching multiple platforms in the path to purchase O: How frequently do you start shopping on one device (or in a store) and then finish the purchase on another device (or in the store)? Base: Total respondents, ‘I don’t know’ have been excluded (n=1,740) START. Where did you start shopping? COMPLETE. Where did you complete your purchase? Base: Started shopping on one device and purchased elsewhere (n=1,164) Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, United States Source: comScore,/PayPal “Reaching the Connected Consumer” Custom Surveys, United States
- 15. So what?
- 16. Key strategies 1 Aqcuire Buyers Drive app downloads Intelligence in CRM database 2 3
- 17. Dúlio Matos Solution Engineer, LATAM
- 18. Querem comprar um apartamento na zona sul? Querem comprar um emprendimento novo? Querem alugar no bairro? O Problema
- 19. Como Encontrar Audiências Core Audiences Baseadas no perfil e comportamento Homem 35–60 São Paulo Curtiu Construtoras
- 20. Como Encontrar Audiências Core Audiences Baseadas no perfil e comportamento
- 21. Como Encontrar Audiências Custom Audiences Pesoas que interagiram com a Properati
- 22. Como Encontrar Audiências Custom Audiences Pesoas que interagiram com a Properati
- 23. Como Encontrar Audiências Lookalike Audiences Pessoas de perfil SIMILAR às que interagiram com a Properati
- 24. Como Encontrar Audiências Lookalike Audiences Pessoas de perfil SIMILAR às que interagiram com a Properati
- 25. Como Encontrar Audiências Core Audiences Lookalike Audiences Custom Audiences Baseadas no perfil e comportamento Pesoas que interagiram com a Properati Pessoas de perfil similar às que interagiram com a Properati
- 28. Como encontrar o App
- 29. Source: Google’s Our Mobile Planet, Sept 2013 Consumidor médio possui 27 apps no seu telefone Trazer o usuário de volta Newsfeed de quem já instalou o app Direto para os imóveis que interessam
- 30. Evolução Novos usuários Direto para os imóveis que interessam Para a loja
- 31. 5xMais leads cadastrados Properati é o primeiro caso de sucesso em Imóveis na América Latina
Notas do Editor
- There’s no doubt that mobile technology has changed our world pretty drastically in a very short period of time. And off course, this has had a great impact on brands. Distinctions like “online” vs. “offline” are fading more every day; people are more empowered and have more choices than ever, and businesses have access to more and more data.
- US consumers’ time spent consuming content on digital surpassed that of TV. This is a once in a generation crossover. We haven't seen a shift like this since TV time spent surpassed radio in the 1950's.
- To understand why Facebook is so critical to your marketing effectiveness, we need to consider how media has changed over time. You already know that To get the best perspective on the changes taking place now, we’re looking at data even within the last 4 years. If you look at today, digital (mobile included) istaking center stage and growing at a rapid place. It’s important to point out that it was mobile (smartphones and tablets) that not only pushed Digital to this inflection point, but is also now the majority of time spent on Digital. Source: eMarketer, April 2014
- NF: There is a shift in consumer behaviour and you can capitalise on it to drive growth. It is about people—people shop and people buy…. not data or microsegements. Ecomm marketers have tried to perfect how to connect with people for years. This is a pivotal time for marketing. People used to surf the Web to find things they had seen in magazines or on TV. But people no longer search to find things, they use the internet to discover things. This isn’t simply a matter of people spending more time with one screen or another, this is a radical transformation of how all of us are increasingly discovering, connecting and engaging with the world.
- 50% of digital time spent is spent on mobile And Mobile has also taken classifieds by storm. According to comScore, 50% of all time spent in digital classifieds experiences is spent on mobile. And 79% of smartphone users keep their phones with them for all but two hours of their waking day (Source: IDC Always Connected Report, US, March 2013).
- We all know this – marketers’ audiences are shifting to mobile. And Apps are at the center of that shift. In the US, 80% of time spent on mobile devices is spent in apps and only 20% of time is spent in mobile web.
- This gives merchants more opportunities to help people discover what matters to them. Discover what they didn’t know they wanted to buy. >> Data point: 80% of people who visit a website don’t know what they want to buy (eMarketer Q4 ’11). Your customers are “always-on.” People literally have their phone in the palm of their hand throughout their day. And when they are on their phone, they are on Facebook 80% de las personas que están navegando un e-commerce no sabe qué es lo que va a comprar (e-marketer)
- OO: How frequently do you start shopping on one device (or in a store) and then finish the purchase on another device (or in a store)? Base: Total respondents, ‘I don’t know’ have excluded (n=1,740) START: Where did you start shopping? COMPLETE: Where did you complete your purchase? Base: Started shopping on one device and purchased elsewhere (n=1,164)
- On the other hand, when marketers hone in on a very specific audience – results in small numbers
- Invite people to download your app
- Based on the insight… As properati have a lot of technology they went a step further and target you a property or place that will interest you
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