Optimise your IT

What tomorrow's leaders need today

Google’s Jason Pellegrino discusses the impact of technology on communication with customers.

What Tomorrow's Leaders Need Today

Thanks to mobile digital communications, customers have an expectation of securing relevant information at the right time, in the right format – every time. This places a whole new level of expectations on organisations. Jason Pellegrino, Head of Strategy & Operations for Google in the Asia-Pacific region, discusses the impact these expectations are having on sales and marketing strategies across the region. The trick to great mobile communications, Pellegrino says, is for marketers to continue to think like customers and optimise web communications for an excellent experience throughout each interaction.Mobile

Mobile as a technology is fundamentally changing the way consumers interact with each other, with brands, with businesses.

Telstra IN:SIGHT - What tomorrow's leaders need today

[Transcript]

Jason PellegrinoHead of Strategy & OperationsGoogle – Asia-Pacific

Mobile as a technology is fundamentally changing the way that consumers interact with brands, with businesses. It’s changing their expectations, yet they want information at a point in time when they want it, how they want it. And when that’s not delivered, they’re not happy. There’s research out there that shows, if someone goes to a website on their mobile phone and it’s not web optimised and it’s a suboptimal experience, two-thirds of those people will never come back. They’ll go to a competitor.

And so they want information they want, when they want it, in the format that they want it – and we’re all living these lives. Something happens when we enter our workplaces and we walk up into our roles in marketing or sales and strategy or operations, and we kind of start to forget who we are as a consumer. We have traditionally, in the last couple of years I’ve seen at least, you know, downplayed the role of mobile. Yet, as individuals, we’re sitting in those offices tethered to these phones, rapidly connecting to our friends and our families and everything, and using these as decision drivers for purchase decisions and everything else yet, stepping back, when we’re thinking about our own business and [we’re] not really understanding or not accepting, the importance of those devices.

For most organisations looking at the current disruption we’re facing is – is this acceptance that is being driven by consumers; that they’re along for the journey rather than driving consumers to the outcomes that they want. And so that requires change, it requires an ability to be fast and nimble, it requires an ability to – to bring in people who might be different to the organisation, [people who] have different skill sets who might think differently, who might challenge internally.

The reality is these connection points are there, they’re not going away. Consumer desire to connect with these connection points is only increasing, and so it sort of behoves all of us, particularly across the leadership teams in organisations, to realise [they’re] there and then figure out how to actually use those to actually connect with consumers, to actually highlight the benefits and features and products and services of my organisation. So maybe at a more authentic level help people understand some of the things we’re doing in corporate social responsibility that are actually out there in the market that maybe our employees are doing, our businesses are doing and actually – and highlight those programs.

Related News

Smiling men at work
Liberate your workforce
Liberate your workforce
2018: The year of employee engagement

New technologies and techniques are changing the way HR professionals maintain employee engagement. Traditional methods of office communication such as phone, email and confere...

Hangers in a wardrobe
Optimise your IT
Optimise your IT
Change rooms change it up: SD-WAN for retailers

What do SD-WAN and a change room have in common? VeloCloud’s Vice-President, Asia-Pacific, Joseph Chung explains how you can use SD-WAN to boost customer experience. How much ...

crossroads in a city with pedestrians
Reach global markets
Reach global markets
Q&A with Paul Abfalter: Building Asia’s digital network

We sat down with Paul Abfalter, Business Development Strategist and Regional Director for Telstra, to discuss the factors affecting digitalisation in the Asia Pacific region. I...

Woman with glasses working on a computer in a server room
Create transformative innovation
Create transformative innovation
Preparing for the unexpected with Stephen Elop

From the printing press to the Internet of Things, exciting disruptions often come with profound unintended consequences for business and society. Tune into our podcast with St...