The last word from the East: The drama comes to marketing

Barney Loehnis
Ogilvy & Mather

The mobile revolution has been in full drive for the past decade with transformational impact in almost every sphere of life especially in Asia; but just not yet in conventional marketing.

After a decade of pushing mobile marketing towards the mainstream in markets like India and China, I finally understand that there will be no 'ah ha' moment for mobile marketing and no tipping point in media investment.

The fact is that the mobile device has already transformed our lives and society. It has changed the way we interact with our people; the way we do business, organise our lives and the way that core functions in society like health, education and commerce are now evolving.

Mobile has simply made the reach of our lives 'bigger': more social, more connected, more informed. Marketers lag far behind. The level of active investment is irrational: mobile has overtaken every other media in terms of time spent using the device; it increasingly dominates e-commerce – in China, 30% of TaoBao sales are via mobile; and Weixin, the largest social channel in China, is 100% mobile. So, everybody's marketing is consumed via mobile, it's just that only some marketers are 'optimising that experience'.