Building native experiences is the future of mobile
Low Lai Chow
The problem with how marketers think about mobile, Initiative's executive vice-president of communication planning worldwide, Sarah Ivey, thinks, comes from an underestimation of just how personal it is.
"We can't talk about this as the fourth screen. This is not how people think. When you ask them how to describe their phone, words come up, like 'addiction' and 'obsessive compulsion'."
Speaking at the Festival of Media Asia 2013, Ivey wondered aloud why mobile marketing continues to be a field of missed opportunities for most brands.
"We haven't really understood...