Media Fututres interviewed Cameron Woods on the subject of
“ Positioning Mobile Platforms to Enrich the Customer Experience ”
Here’s what Cameron had to say –
1. Q. Your vision is for sales of 20% online
Does this means bricks and mortar distribution is on the way out?
A. Absolutely not. There is some parts of our business that can sell direct to
consumers but it’s not our primary business, an overwhelming majority of our
business today is focussed on our highly valued retailers and bricks and mortar
outlets and this will continue to be the case well into the future. If we look today
at the way we measure online sales we look to bricks and mortar retailers and
through their own online retailing capabilities and not through our own.
2. Q. If we look at the media mix what percentage would mobile advertising command
over the next 3 years.
A. The answer is an increasing amount. In terms of percentages it would be difficult
to say. We come from a place where zero percent was spent on digital, then it
started on desktop then laptop. We are in a position today where half of our
online spend can be allocated to mobile and we predict that will only increase.
There are parts of the world where mobile is the dominant digital form. In
markets like Sth East Asia and Kenya whole generations skipped entirely the
desktop and their first experience with the technology is with the smart phone.
3. Q. Referring to media spend what are your estimates on how you would break
down your media communications percentages.
A. Set percentages are difficult. There will always be a role for what we call
traditional media. TV as a broadcast tool in sharing a highly visual powerful
message is incredibly important. It is is also intrinsically linked to digital and
smart phones given the way that consumers interact with multiple devices
when they are in their own loungeroom. The same for print. The truth is that a
picture especially in beauty can still tell a thousand words. Also with new
technology lifting print advts and making them ready for digital formats is
also very possible, so there is no doubt the balance has shifted in the way we
spend our money, but we see the balance of new and traditional media forms
continuing well into the future.
4 Q. With the rise of online applications does it mean that the teen market
becomes highly important given their use of digital media and in 10 years
time they are mature customers.
A. They are super important as future customers to our business and super
important to learn from. Businesses employing adults are over the age of 21
and certainly over the age of 15. In the digital space the rate of take up by
younger people is immense. Looking at the younger generation it is incredibly
important and incredibly inspiring.There are things about traditional media
that will not be a part of their way of life.
Media Futures undertook this interview as an informative narrative on current practices in
the marketplace and as a commentary on the developments in the Customer Experience.
If your media policy, media strategy, media planning and media buying have not
addressed the Customer Experience it is worth investigating this emerging sector.
Contents copyright Media Futures Pty Ltd 2016