5thfinger

M o b i l e M a r k e t i n g @ C M A 2 0 1 1

Steen Andersson

© 2011 5th Finger

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Key to Success #1

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Key #1: Tap Customer Passion Playing to the game segment Best Buy gives their customers access to game information, trailers, trade-ins and more.

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Key #1: Tap Customer Passion Jo Ann Fabric & Crafts

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Key #2: On-the-Go Content

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Mobile Relevance Scorecard!!!!!!!!!!!!

Top$20$Areas$to

$Mob

ilize$

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Key #3: Phone Capabilities Cap Consumer Engagement

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Key #3: Phone Capabilities Cap Consumer Engagement

Of 10 Average Phone Toting Consumers!

3 Will Be Smartphone

Users!

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Key #3: Phone Capabilities Cap Consumer Engagement Those who actually engage on the mobile are in red!

iPhone'(33%)'

Android'(33%)'

Blackberry$(16.6%)$

Feature$Phone$(16.6%)$

X$X$X$X$X$X$

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Key #4: Don’t Build A Sign In The Desert

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If you see this, maybe you’d be so kind as to

download our app?

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Key #4: Go All Out

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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!

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Two Trends I’m Most Excited About

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Hmmm…

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Trend: Gamification  

Gamification is the use of game play mechanics for non-game applications. Games are unnecessary obstacles that we volunteer to tackle.

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Trend: Gamification   Wholefoods Missions App Keys to successful Gamification efforts: 1.  Make things Harder 2.  Co-operation 3.  Eustress 4.  Consumer Drivers:

•  Status •  Access •  Power •  Stuff

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Hmmm… Retail…

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Hmmm…

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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?$

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Trend…

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Retailers with an in-store Mobile Strategy

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Trend: Bricks & Mobile

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Retailers with an in-store Mobile Strategy

Bricks and Mobile Retailers$=$

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Trend: Bricks & Mobile

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Trend: Bricks & Mobile

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Trend: Bricks & Mobile

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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

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Thank You + Q&A

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