Visa's Singh: Why mobile marketing is broken

Stephen Whiteside

Most mobile marketing, for Shiv Singh, doesn't just miss the mark: it is a scary distance away from where brands need to be playing. In fact, "It gives me the shivers," he told delegates at the M1 Mobile-First Summit, an event held during Internet Week 2014 in New York.

Shiv Singh
Shiv Singh from Visa

"And the reason why it gives me the shivers," explained Singh, svp/brand and marketing at financial services group Visa, "is [that] a lot of it is built off not even a traditional digital model; it's built off a print model. It doesn't work for the screen size; it doesn't work for the way people live their lives through mobile devices; and it certainly won't work for the future we're going into."