- Alright, good to go.
Hello and welcome.
My name's Doyle Buehler, and
today I'm going to be talking about Digital Strategy,
the "State of Digital", it's part of my weekly
series specifically to looking at some of the digital
strategies that are working for businesses
and that sort of thing.
I'm going to be challenging what exactly
are the consumer behaviors
that are shaping the next generation of mobile experiences.
And get a little bit, give you some statistics as well
to show you what is changing, and you know,
is this the golden age of user experience?
A lot of indicators would say that it is, so
anyway, welcome to Digital Leadership Facebook Live
series, my name is Doyle Buehler, and
my goal is to help you better understand and pursue
what matters most in your digital business,
and how to make a difference with your digital strategy
through enhancing, rather, and embracing
your digital leadership.
I help enterprise, explorers, and entrepreneurs
scale, grow and disrupt their business and sales
through digital leadership,
and I'm the author of the book on digital strategy
The Digital Delusion.
The overall purpose here is to answer your one
important question: what real world digital strategies
will actually work for my business, and of course
there's no one size fits all but the goal here is
to help you decide which strategies can work best for you.
So as I mentioned, today's show is
I'm talking about the consumer behaviors
that are shaping the next generation of mobile experiences
and we are really looking at sort of, you know,
what you could consider a golden age of user experience.
Start-ups are disrupting how they're getting business done.
Traditional companies are reinventing themselves
onto mobile,
and a lot of it comes down to how you actually stay
relevant, and it's not actually the technology per se,
it's how you actually use the technology,
how you create these rich experiences with the technology
and that's the most important thing, is that,
look at how the experiences that you can create
with you are extremely critical, and as I've said,
like everything is moving towards mobile,
and if you're not there,
you're gonna be kind of missing the boat,
and I'm going to be covering a couple things that
help you sort of diagnose this and help you look at
"how can I be more strategic about mobile and how can I
"actually connect more with my audience and my customer",
and really what it comes down to,
this is a study published by Google, and they're saying that
there's three critical components that are super super
important here, one is, number one is
"help me faster", so speed has a lot to do with it.
What is that mobile experience like, you know,
how long does it take, and I've got some cool
little stats that I'm going to show in a moment.
Number two is "know me better", right?
Like get to know me as the customer and as your audience
and how that kind of plays together with your business.
Third component is "wow me everywhere".
So basically, look at how you can integrate experience.
So in terms of speed, like let's talk, you know,
"help me faster" as the concept goes and
what it comes down to is that 53% of visits are abandoned
if a mobile site takes more than three seconds to load.
Right, so think about that.
Half of your audience is gone within three seconds,
and as I talk about a lot, you're only one click away
from potential business and potential disaster as well.
So, and this is not something that's taken lightly.
Google tested about 900,000 mobile sites globally, and
you know what they found, is that it takes about 22 seconds
for a full mobile site to load, and that's definitely
not very good, so, number one, "help me faster", right.
How can you actually help your audience move a little bit
quicker in that domain.
In terms of personalization, number two,
the U.S. marketers reported that personalization on their
websites or apps resulted in an increase in revenue,
rather, 89% of U.S. marketers reported this.
So keep in mind that personalization is a strategy,
it's not a feature, and what I mean by that is that it's,
it's not "hey", you know, calling out your customer,
"hey Jane, hey Bob, hey Daryl, how you goin'" kind of thing.
It's really more providing the expectations that
you know who they are as a customer, so you've identified
the choices that they've made in the previous,
and you're applying those to how they actually do business
with you in the future, so if you're an ecommerce site,
if you just purchased a pair of shoes for example,
then offer some socks or accessories, or matching belt.
And that's what is really important is,
is taking a look at personalization and again,
as a strategy, not as a feature, so,
not just calling them by name, you know
that's level one kind of thing, if you want to move to
more advanced levels you have to look at
how do they actually build that whole experience together
that completes them as a specific
purchase and that sort of thing.
And then the last item is "wow me everywhere",
and what we mean by that is that
brands need to consider how all of their experiences across
all media, channels, and devices fit together.
And the online and offline experience as well
have to fit together.
63% of people expect brands to deliver a consistent
experience every time they interact with the brand.
Interesting story I was reading just this morning
is that we're getting these technological devices,
you have the Google Home and you have Amazon Alexa,
all those different devices, but they're not connected,
so you kind of have to look at how can you actually connect
these experiences across your social channels,
across your website, across your landing pages,
across your product development.
And building that whole experience in a very very consistent
manner and only 42% believe brands currently provide a
consistent experience, which is very very low,
that's less than half.
So if you can build that, if you can build a consistent
experience, you're gonna be much more productive
in the meantime, so take a look at that.
Number one strategy is "help me faster", right,
get the job done quicker.
Number two is "know me better",
get to use personalization again as a strategy not a feature
and then "wow me with everything",
try to create a
communication across your entire digital ecosystem
as well as online and offline.
Alright, cool, well that's all I have for today.
Go to Digital Leadership Facebook Live
where I talk about specific ideas and concepts and
strategies and what you can actually be doing about them.
On Wednesdays I have my Digital Leadership Guest
where I interview an expert in the field
and discuss their strategies for success
and on Fridays I have Digital Discovery Ask,
your marketing strategy question and answer where I
review tools, answer questions, or talk about specific
challenges that affect you and may be holding you back, so
thanks again for watching.
Please like, leave a comment, make a suggestion,
would love to hear from you.
Thank you so much, and we will see you online.
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