canadian marketing association keynote 2011

Download Canadian Marketing Association Keynote 2011

Post on 29-Nov-2014

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

TRANSCRIPT

  • 1. Mobile Marketing @ CMA 2011 Steen Andersson 2011 5th Finger5thnger
  • 2. Key toSuccess #1 5thnger 1
  • 3. Key #1:TapCustomerPassionPlaying to the game segmentBest Buy gives theircustomers access to gameinformation, trailers, trade-insand more. 5thnger 2
  • 4. Key #1:TapCustomerPassionJo Ann Fabric & Crafts 5thnger 3
  • 5. 5thnger
  • 6. Key #2:On-the-GoContent Mobile Relevance Scorecard! ! ! ! Top$20$Areas$to$Mobilize$ ! ! ! ! ! ! ! ! 5thnger 5
  • 7. Key #3:PhoneCapabilitiesCap ConsumerEngagement 5thnger 6
  • 8. Key #3:PhoneCapabilitiesCap ConsumerEngagement Of 10 Average Phone Toting Consumers! 3 Will Be Smartphone Users! 5thnger
  • 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%)$ 5thnger
  • 10. Key #4:Dont BuildA Sign InThe Desert If you see this, maybe youd be so kind as to download our app? 5thnger 9
  • 11. Key #4:Go All Out 5thnger 10
  • 12. Wrap Up Keys to Breakthrough Success: 1. Tap Customer Passion 2.On-the-Go Content 3.Phone Capabilities Cap Consumer Engagement 4.Dont build a sign in the Desert Go all Out! 5thnger 11
  • 13. Two Trends Im Most Excited About 5thnger 12
  • 14. Hmmm 5thnger 13
  • 15. Trend:GamicationGamication is the use ofgame play mechanics fornon-game applications.Games are unnecessaryobstacles that we volunteerto tackle. 5thnger 14
  • 16. Trend:GamicationWholefoodsMissions AppKeys to successfulGamication efforts:1. Make things Harder2. Co-operation3. Eustress4. Consumer Drivers: Status Access Power Stuff 5thnger 15
  • 17. HmmmRetail 5thnger 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?$ 5thnger 17
  • 19. Trend Retailers with an in-store Mobile Strategy 5thnger 18
  • 20. Trend:Bricks & Mobile Retailers with an in-store =$ Bricks and Mobile Mobile Strategy Retailers$ 5thnger 19
  • 21. Trend:Bricks & Mobile 5thnger 20
  • 22. Trend:Bricks & Mobile 5thnger 21
  • 23. Trend:Bricks & Mobile 5thnger 22
  • 24. Wrap Up Keys to Breakthrough Success: 1. Tap Consumer Passion 2.On-the-Go Content 3.Phone Capabilities Cap Consumer Engagement 4.Dont build a sign in the Desert Trends: 1. Gamication 2.Bricks and Mobile 5thnger 23
  • 25. Thank You+ Q&A 5thnger 24

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