Engaging the mobile-first consumer

As more consumers turn to their phones to connect, search and even complete transactions, the importance of providing a premium mobile experience for your customers is on the rise. According to Steven Roach from Google Australia, ‘We no longer go online, we live online’.

The latest Marketing Association Brainy Breakfast explored this topic with guest speakers Steven Roach, Niko Tuluono from Snakk Media, and Sam Brough from Gladeye examining what was driving this trend, and how NZ businesses could capitalise on it.

For the Qrious Brainy Breakfast poll, we were interested to know what the current priority was for NZ marketers in engaging the mobile-first consumer. 

Here’s the results:


Interestingly, a major focus is still the optimisation of the mobile website and email experience, taking 55% of the vote.  Mobile apps and push notifications, and mobile targeted ads and SEO were the other two main focuses.

Our follow up questions asked which NZ company was providing an exemplary mobile experience, and how. (Unsurprisingly) Air NZ are seen to be leading in this space with their app and seamless online booking functionality. They provide an seamless experience with a mobile focus across all channels, not just relying on their app or website as the focal touch point. And letting passengers order coffee from their phone seems to go a long way to winning their hearts.

Interestingly, despite mobile apps having only 16% of the vote for priority, the availability and functionality of apps was one of the main reasons NZ marketers found a company to be providing an exemplary mobile experience. Alongside Air NZ, other companies of note were Z, BP and Southern Cross, who all provided their customers with easy ways to complete transactions and manage their account through a mobile app.

So, what are some key takeaways from the event?


We take our phone with us EVERYWHERE

And yes, that includes the toilet.

Niko Toluono, country manager for Snakk Media kicked off the event by saying, “It’s the last thing we say goodbye to in the evening, and the first thing we greet in the morning.” We would be lost without them.

This provides some great opportunities for companies for location based marketing to target customers and prospects near their premises. Push notifications, beacons or location targeted ads mean that when someone is within a specific location they can be sent communications relevant to their location, as well as interests or needs, allowing your company to be top of mind.


Engage the micro moments

One of the key things Steven Roach from Google talked about was targeting the micro moments – those ‘I want to know’, ‘I want to go’, ‘I want to do’, ‘I want to buy’ moments. And I would wager that Air NZ had the micro moments of their travellers in mind when they developed their app. What do they want to know (where’s my boarding gate, what time am I boarding, what’s the weather like at the destination, where can I get a coffee?!), and by ensuring their online booking is super simple and quick, they are easily able capture the ‘I want to go’ moments too.

There has been a 34% increase in the share of mobile online sessions, with a 7% decrease in time spent per visit and a 58% increase in mobile conversions - meaning that when we’re engaging on our phones, we want quick answers and we’re ready commit.

If your mobile experience isn’t optimised, your page load speed is slow, or website difficult to navigate, you’ll lose customers to those that are.


Make life simpler

The companies who were voted to be providing an exemplary mobile experience had one major thing in common – they made the life of the mobile consumer simpler. The Southern Cross app allows customers to make insurance claims direct from their phones, and BP’s MyBP app lets people pay for their fuel without having to leave their car.

According to Steven Roach “As brands, we all need to be ready to assist.” As marketers, we need to understand that when a customer is looking for a solution your brand is either there, or it’s not. And if it’s not, the customer is likely to go with a brand that is.

And seeing as we’re all on our phone – that’s where your brand needs to be too.


If you’re interested in learning how to optimise the mobile email experience, exploring push notification and SMS, or want to use location data insights in your marketing – talk to us.

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