canadian marketing association keynote 2011
DESCRIPTION
Keynote presentation that I gave to the Canadian Marketing Association's annual conference. Lots of fun.TRANSCRIPT
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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