{"id":30263,"date":"2015-07-14T19:00:26","date_gmt":"2015-07-14T09:00:26","guid":{"rendered":"https:\/\/riskinfo.com.au\/news\/?p=30263"},"modified":"2015-07-17T12:46:01","modified_gmt":"2015-07-17T02:46:01","slug":"advisers-warned-ignore-mobile-at-your-peril","status":"publish","type":"post","link":"https:\/\/riskinfo.com.au\/news\/2015\/07\/14\/advisers-warned-ignore-mobile-at-your-peril\/","title":{"rendered":"Advisers Warned &#8211; Ignore Mobile At Your Peril"},"content":{"rendered":"<p>Advisers who do not have a mobile communication strategy are ignoring a change in consumer behaviour that will have substantial long-term repercussions, Association of Financial Advisers CEO, Brad Fox, has warned.<\/p>\n<p><!--more--><\/p>\n<figure id=\"attachment_30070\" aria-describedby=\"caption-attachment-30070\" style=\"width: 150px\" class=\"wp-caption alignright\"><a href=\"https:\/\/riskinfo.com.au\/news\/files\/2015\/06\/Brad-Fox-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-30070\" alt=\"AFA CEO, Brad Fox\" src=\"https:\/\/riskinfo.com.au\/news\/files\/2015\/06\/Brad-Fox-2.jpg\" width=\"150\" height=\"180\" \/><\/a><figcaption id=\"caption-attachment-30070\" class=\"wp-caption-text\">AFA CEO, Brad Fox<\/figcaption><\/figure>\n<p>Mr Fox was speaking at the launch of the latest AFA white paper, entitled <a href=\"https:\/\/riskinfo.com.au\/files\/2015\/07\/140715_AFA_White_Paper_July_2015_Connected_Convenience_Final.pdf\" target=\"_blank\">Connected Convenience<\/a>, which offers an insight into advice clients\u2019 usage of mobile devices and their consumption of digital information and applications. He said the findings provided a compelling business case for greater investment in mobile technology to enhance the financial advice experience.<\/p>\n<p>According to the study, conducted by Beddoes Institute in partnership with Zurich Australia, advice clients are using mobile devices \u2013 smart phones and tablets \u2013 at a higher rate than the rest of the population. 77% of advice clients have a smart phone and 56% have a tablet, compared to 65% smartphone ownership and 37% tablet ownership among the general population.<\/p>\n<p>The other key finding was that consumers are using smart phones and tablets for different purposes. The research showed that smartphones are used more for high frequency, transactional activities, such as phone calls, text messages emails, browsing the internet and accessing information, while tablets are used for more immersive activities such as buying, reading and videos.<\/p>\n<h6>&#8230;a \u2018one size fits all\u2019 mobile strategy will not succeed<\/h6>\n<p>\u201cMobile lumps two very different devices and sets of users together and it\u2019s clear from the behaviour of financial advice clients that a \u2018one size fits all\u2019 mobile strategy will not succeed. Segmenting these users is an important part of increasing engagement of each of the two \u2018mobile\u2019 user groups \u2013 the smartphone users and the tablets users,\u201d Mr Fox said.<\/p>\n<p>Co-author of Connected Convenience and Head of Marketing at Zurich, <strong>Richard Dunkerley<\/strong>, added that the white paper gives a very clear indication to financial advisers, licensees and other participants in the financial advice space, of where to target spending of their marketing dollars.<\/p>\n<p>\u201cClearly the days of building a website and thinking you have engaged with your clients are long past. The opportunity is to target marketing spend so as to integrate your services into the lifestyle of your client and how best to do that depends on their demographic,\u201d Mr Dunkerley said.<\/p>\n<p><a href=\"https:\/\/riskinfo.com.au\/files\/2015\/07\/140715_AFA_White_Paper_July_2015_Connected_Convenience_Final.pdf\" target=\"_blank\">Click here<\/a> to read the white paper.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Advisers who do not have a mobile communication strategy are ignoring a change in consumer behaviour that will have substantial long-term repercussions, Association of Financial Advisers CEO, Brad Fox, has warned.<\/p>\n","protected":false},"author":7,"featured_media":30288,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[282,7],"tags":[4247],"class_list":["post-30263","post","type-post","status-publish","format-standard","has-post-thumbnail","category-associations","category-technology","tag-feature"],"_links":{"self":[{"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/posts\/30263","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/comments?post=30263"}],"version-history":[{"count":0,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/posts\/30263\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/media\/30288"}],"wp:attachment":[{"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/media?parent=30263"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/categories?post=30263"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/tags?post=30263"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}