Big brands that don’t embrace mobile now face extinction, according to digital marketing specialists speaking at the PayPal Secure Insights event in Sydney.
“Sixty-six million years ago, a meteorite hit the Earth and it killed nearly all of the dinosaurs,” said Todd Sampson, well-known CEO of Leo Burnett Australia and the host of ABC programme Redesign Your Brain during a panel session at the event on 31 October.
“Technically, the dinosaurs were dead when the meteorite had hit, but they didn’t know and they lived on for a period of time before they eventually died. You could argue that digital meteorite has already hit the majority of businesses in our country and around the world, and most of them are actually dead - they just don't know it yet."
The new generation is obsessed with mobile, Sampson continued. “If you as a business are not in that space, you will be totally irrelevant. You will not even be remotely considered for anything.”
Mobile payments are exploding, according to a PayPal report released at the event, growing by more than 5000 per cent in the last three years from $35 million to $2 billion.
Woolworths Liquor head of digital development, Faye Ilhan, said mobile must be deeply integrated into a business’s overall strategy for reaching customers.
“We as retailers need to stop thinking of channels in silos, and try to look at the ways the customers are using those respective channels,” she said.
For example, realising that customers in its liquor stores often want to learn more about a particular wine, Woolworths has put in its mobile app a way for customers to take a picture of the bottle and instantly receive more information, she said.
Businesses must also listen to customers when forming a mobile strategy, said Telstra Digital executive director, Gerd Schenkel.
“Customers decide—no one is forced to use your app,” he said. “We’re trying to build things that people will want to use.”
Consumers are also increasingly forming opinions of companies based on what they are doing with digital media, Sampson said. He equated digital presence with business transparency.
“If you do not have a digital footprint as a business or individual, I instantly don’t trust you. I instantly think you’re hiding something,” he said.
Telstra has recognised this phenomenon and now uses digital to become much more transparent about its business, Schenkel said. “The more we share, the more we get back.”
Woolworths Liquor pays close attention to social media for complaints about its store and apologises to any customer who posts about a bad experience, said Ilhan: “To turn that negative customer experience into a positive one is the best advocacy and loyalty that you can get.”
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...
Tareq
Digital disruption isn’t disruption anymore: Why it’s time to refocus your business
Enterprisetalk
Mark
CMO's top 10 martech stories for the week - 9 June
Great e-commerce article!
Vadim Frost
CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes
Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...
jackson13
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.
Ella Hall
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration