Australia's big firms and brands need to shift from an analogue to a digital business model or die. They need to stop thinking people want access to everything they have ever put online in one place. Context is king and mobile is first. Every touchpoint is vital and consistency is key.
That was the thrust of a Forrester Research breakfast briefing in Sydney. Principal analyst of the firm's customer experience unit, Ron Rogowski, said that the fact people are using multiple devices at one time shows they are "not really focused on what we are doing."
People are picking whichever device - laptop, pad or phone - suits a given circumstance. Therefore "if you have silos around individual touchpoints, you are making people take big leaps." That meant brands need to deliver "unified not uniform" experiences, with content sized for context.
Rogowski cited a statistic from the EPA that 90% of Americans spend most of their time indoors. "despite that, we are inherently mobile, even inside the home." He cited another statistic that "17% of smartphone owners have dropped it down the toilet", suggesting that we are increasingly using mobile internet in the home.
That meant strategies had to be designed around mobile, he said. Businesses that do that, putting themselves in their customers shoes and only thinking about adding value to customers and to the business, will survive.
"Mobile doesn't have to be a replacement of what you do, [but it's] more contextual." He said "kitchen sinking" must be avoided at all costs.
Read more in this week's print issue of AdNews.
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