Can dinosaur brands survive digital revolution?

Brands that don't embrace mobile 'will be totally irrelevant,' says Todd Sampson and a panel of digital experts in Sydney

Todd Sampson talks dinosaurs at the PayPal Secure Insights breakfast in Sydney. Credit: Adam Bender
Todd Sampson talks dinosaurs at the PayPal Secure Insights breakfast in Sydney. Credit: Adam Bender

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.”

Follow Adam Bender on Twitter: @WatchAdam Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

The great unlearning: How brands can assist with the adoption of voice

Mainstream adoption of voice technology will be all about what consumers are learning not to do.

Ash Mustchin

Director, digital and experiences, Principals

Why getting intimate is key to creating a great customer experience

According to CMO’s State of the CMO 2017 research, 83 per cent of CMOs believe customer experience to be central to their role. An interesting stat considering few of us experience great brand experiences.

Pip Stocks

CEO and founder, BrandHook

It is indeed great and nice article, but I think the virtual reality, user-generated contents and the Chat bots will dominate the digital...

Almesh

Predictions: 8 digital marketing trends for 2018

Read more

Amazing work Nadia. I believe chatbots still have ways to go and are still in Generation 1, the exciting future of transactional and conv...

Giridhar Prathap Reddy

Climate Council pitches at youth engagement with chatbot debut

Read more

This is a great read. Chatbots are going to be the face of customers. Every sector is investing time and money in designing intelligent b...

Giridhar Prathap Reddy

From tacos to HR, chatbots make it personal

Read more

Very interesting article about chatbots. Chatbots are growing day by day and emerging winners in all the industries including Healthcare....

Giridhar Prathap Reddy

​Chatbots, messaging and refining the art of mobile commerce

Read more

'to lesson screen time'LOL someone needs a lesson on how to lessen typos.

Andrew Ward

Golden Circles invests in content play to drive brand purpose

Read more

Latest Podcast

More podcasts

Sign in