Mobile sits at the heart of digital transformation; to think it was only 40 years ago that Motorola placed the world’s first mobile call. Once great leaders in wireless communications, even they missed the switch to digital and suddenly found themselves lost at sea.
In 2017, as the waves of technology rise, crest and fall, New Zealand businesses are trying to navigate the same stormy seas that sunk Motorola.
Businesses need to address the implications of reaching and converting a sophisticated mobile consumer if they are to stay afloat.
Getting it right could see your business take its share of the $4.7b Kiwis spend online (2015). Desktop still leads in conversion and average transaction value of online purchases – creating a barrier for many CMOs who are trying to push a mobile-first agenda within their organisation.
“Order value on mobile is 20% lower than desktop, indicating a reluctance to spend big on mobile” - Becky Tasker, managing analyst at Adobe Digital Insights.
But is it a reluctance to spend or is it a reliance on old methods of measurement? The customer journey has been transformed by mobile - measuring mobile and desktop customers as separate entities could circumvent the big picture: they’re all one. Whether researching on mobile, touching in-store, then buying on desktop, customers need (and expect) a seamless CX and UX as they hop across touch-points.
Of the 70% of Kiwis that own a smartphone, 91% report daily use and 48% agree they are increasing the frequency of use throughout the day – while declines were reported across other devices. With the proliferation of digital content created to meet the connected consumer – and the growth of ad blockers - can you be certain your brand is showing up when it matters?
A mobile-first strategy could help you win the ‘moments that matter’.
Unlock the moments customers are most likely to be engaged, understand their context and intent, then meet them with the right content. Once hooked, eliminate any pain points across devices – such as slow load times, complex navigation and poor layout – that could send them straight to your competitors.
A mobile-first approach considers consumer behaviour and context to design the best UX possible. This thinking is integrated from the onset of campaign planning right through to creative and beyond to media and optimisation. As our lives become more dependent on connected devices, today we design for mobile-first but tomorrow it could be mobile-only.