Mobile Marketing              @ CMA 2011             Steen Andersson                © 2011 5th Finger5thfinger
Key toSuccess #1    5thfinger   1
Key #1:TapCustomerPassionPlaying to the game segmentBest Buy gives theircustomers access to gameinformation, trailers, tra...
Key #1:TapCustomerPassionJo Ann Fabric & Crafts           5thfinger     3
5thfinger
Key #2:On-the-GoContent                                            Mobile Relevance Scorecard!                            ...
Key #3:PhoneCapabilitiesCap ConsumerEngagement    5thfinger   6
Key #3:PhoneCapabilitiesCap ConsumerEngagement      Of 10 Average Phone Toting Consumers!                                 ...
Key #3:PhoneCapabilitiesCap ConsumerEngagement                Those who actually engage on the mobile are in red!         ...
Key #4:Don’t BuildA Sign InThe Desert                       If you see this,                 maybe you’d be so kind as to ...
Key #4:Go All Out     5thfinger   10
Wrap Up                Keys to Breakthrough Success:                1.  Tap Customer Passion                2. On-the-Go C...
Two Trends I’m Most Excited About  5thfinger                     12
Hmmm…  5thfinger   13
Trend:Gamification Gamification is the use ofgame play mechanics fornon-game applications.Games are unnecessaryobstacles tha...
Trend:Gamification WholefoodsMissions AppKeys to successfulGamification efforts:1.    Make things Harder2.    Co-operation3....
Hmmm…Retail…    5thfinger   16
Hmmm…              Ten average consumers walk into an apparel store…              Four of them will tell you they wish to ...
Trend…               Retailers with               an in-store               Mobile Strategy   5thfinger                    ...
Trend:Bricks & Mobile                  Retailers with                  an in-store       =$   Bricks and Mobile           ...
Trend:Bricks & Mobile     5thfinger    20
Trend:Bricks & Mobile     5thfinger    21
Trend:Bricks & Mobile     5thfinger    22
Wrap Up                Keys to Breakthrough Success:                1.  Tap Consumer Passion                2. On-the-Go C...
Thank You+ Q&A    5thfinger   24
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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.

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Canadian Marketing Association Keynote 2011

  1. 1. Mobile Marketing @ CMA 2011 Steen Andersson © 2011 5th Finger5thfinger
  2. 2. Key toSuccess #1 5thfinger 1
  3. 3. Key #1:TapCustomerPassionPlaying to the game segmentBest Buy gives theircustomers access to gameinformation, trailers, trade-insand more. 5thfinger 2
  4. 4. Key #1:TapCustomerPassionJo Ann Fabric & Crafts 5thfinger 3
  5. 5. 5thfinger
  6. 6. Key #2:On-the-GoContent Mobile Relevance Scorecard! ! ! ! Top$20$Areas$to$Mobilize$ ! ! ! ! ! ! ! ! 5thfinger 5
  7. 7. Key #3:PhoneCapabilitiesCap ConsumerEngagement 5thfinger 6
  8. 8. Key #3:PhoneCapabilitiesCap ConsumerEngagement Of 10 Average Phone Toting Consumers! 3 Will Be Smartphone Users! 5thfinger
  9. 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. 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. 11. Key #4:Go All Out 5thfinger 10
  12. 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. 13. Two Trends I’m Most Excited About 5thfinger 12
  14. 14. Hmmm… 5thfinger 13
  15. 15. Trend:Gamification Gamification is the use ofgame play mechanics fornon-game applications.Games are unnecessaryobstacles that we volunteerto tackle. 5thfinger 14
  16. 16. Trend:Gamification WholefoodsMissions AppKeys to successfulGamification efforts:1.  Make things Harder2.  Co-operation3.  Eustress4.  Consumer Drivers: •  Status •  Access •  Power •  Stuff 5thfinger 15
  17. 17. Hmmm…Retail… 5thfinger 16
  18. 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. 19. Trend… Retailers with an in-store Mobile Strategy 5thfinger 18
  20. 20. Trend:Bricks & Mobile Retailers with an in-store =$ Bricks and Mobile Mobile Strategy Retailers$ 5thfinger 19
  21. 21. Trend:Bricks & Mobile 5thfinger 20
  22. 22. Trend:Bricks & Mobile 5thfinger 21
  23. 23. Trend:Bricks & Mobile 5thfinger 22
  24. 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. 25. Thank You+ Q&A 5thfinger 24
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