The last word from the East: Lessons from the Chinese market traders

Barry Loehnis

This article emphasises the importance of marketing achieving sales, and uses the example of China's 'singles day' to illustrate this.

The last word from the East: Lessons from the Chinese market traders

Barry LoehnisOgilvy & Mather

As marketing gets more complex, marketers get further away from the frontline reality of selling goods and services. Agencies are sometimes the worst detractors, mischievously encouraged by clients, spinning new-fangled theories and services into the mix. The words change but the mission remains the same: to sell.

Brands spend billions of dollars in activity and research, whose measures are obfuscations and often anything but sales. We measure Exposure (ratings, reach, frequency, views, pages, time, bounces); Engagement (fans, shares, 'likes', 'buzz'); and Emotion (consideration,...

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