Canadian Marketing Association Keynote 2011
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Canadian Marketing Association Keynote 2011

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Keynote presentation that I gave to the Canadian Marketing Association's annual conference. Lots of fun.

Keynote presentation that I gave to the Canadian Marketing Association's annual conference. Lots of fun.

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Canadian Marketing Association Keynote 2011 Presentation Transcript

  • 1. Mobile Marketing @ CMA 2011 Steen Andersson © 2011 5th Finger5thfinger
  • 2. Key toSuccess #1 5thfinger 1
  • 3. Key #1:TapCustomerPassionPlaying to the game segmentBest Buy gives theircustomers access to gameinformation, trailers, trade-insand more. 5thfinger 2
  • 4. Key #1:TapCustomerPassionJo Ann Fabric & Crafts 5thfinger 3
  • 5. 5thfinger
  • 6. Key #2:On-the-GoContent Mobile Relevance Scorecard! ! ! ! Top$20$Areas$to$Mobilize$ ! ! ! ! ! ! ! ! 5thfinger 5
  • 7. Key #3:PhoneCapabilitiesCap ConsumerEngagement 5thfinger 6
  • 8. Key #3:PhoneCapabilitiesCap ConsumerEngagement Of 10 Average Phone Toting Consumers! 3 Will Be Smartphone Users! 5thfinger
  • 9. Key #3:PhoneCapabilitiesCap ConsumerEngagement Those who actually engage on the mobile are in red! X$ XXXX$ X$ $ $ $ Feature$ Phone$ iPhone Android Blackberry$ (16.6%)$ (33%) (33%) (16.6%)$ 5thfinger
  • 10. Key #4:Don’t BuildA Sign InThe Desert If you see this, maybe you’d be so kind as to download our app? 5thfinger 9
  • 11. Key #4:Go All Out 5thfinger 10
  • 12. Wrap Up Keys to Breakthrough Success: 1.  Tap Customer Passion 2. On-the-Go Content 3. Phone Capabilities Cap Consumer Engagement 4. Don’t build a sign in the Desert – Go all Out! 5thfinger 11
  • 13. Two Trends I’m Most Excited About 5thfinger 12
  • 14. Hmmm… 5thfinger 13
  • 15. Trend:Gamification Gamification is the use ofgame play mechanics fornon-game applications.Games are unnecessaryobstacles that we volunteerto tackle. 5thfinger 14
  • 16. Trend:Gamification WholefoodsMissions AppKeys to successfulGamification efforts:1.  Make things Harder2.  Co-operation3.  Eustress4.  Consumer Drivers: •  Status •  Access •  Power •  Stuff 5thfinger 15
  • 17. Hmmm…Retail… 5thfinger 16
  • 18. Hmmm… Ten average consumers walk into an apparel store… Four of them will tell you they wish to buy…$ But only one of them will make a purchase! How can mobile help the three who walk out empty- handed?$ 5thfinger 17
  • 19. Trend… Retailers with an in-store Mobile Strategy 5thfinger 18
  • 20. Trend:Bricks & Mobile Retailers with an in-store =$ Bricks and Mobile Mobile Strategy Retailers$ 5thfinger 19
  • 21. Trend:Bricks & Mobile 5thfinger 20
  • 22. Trend:Bricks & Mobile 5thfinger 21
  • 23. Trend:Bricks & Mobile 5thfinger 22
  • 24. Wrap Up Keys to Breakthrough Success: 1.  Tap Consumer Passion 2. On-the-Go Content 3. Phone Capabilities Cap Consumer Engagement 4. Don’t build a sign in the Desert Trends: 1.  Gamification 2. Bricks and Mobile 5thfinger 23
  • 25. Thank You+ Q&A 5thfinger 24