Brian Stoller on Mobile Marketing

In the digital age, the media can make or break brands. The scrutiny of brands by the media – and the control of consumers over their media consumption – is more intense than ever before. Skilful and creative management of media is the critical factor for a brand to flourish.

Brands are no longer solely driven by ideas or ideals, but by a complex series of exchanges between consumer, brand and corporation. Good marketing and good business are based on an equal exchange between brand and consumer. With its always-on, always present characteristics, mobile provides the most pervasive technology to create response mechanisms and entry points for constructing an exchange
between consumer and brand.

Agencies that have extended themselves beyond simple ad placement and into content invention and exchange management will emerge as the winners within mobile marketing, as they will bring stronger integration of technologies into large-scale marketing initiatives.

In the last decade, we have witnessed a significant increase in mobile phone penetration across many countries in Asia; China alone has over 500 million users, and is still growing at rapid rates. As mobile technologies continue their rapid pace of development, and audiences migrate to “the third screen” as a primary source of information and entertainment, mobile marketing will emerge as the most important channel for generating a consumer exchange.

No agency has had as exhaustive experience as Mindshare in mobile marketing. The mobile area is our expertise, having won more mobile awards for major campaigns around the globe including this year’s Venice Festival of Media for China’s Nike Zoom campaign.

Our staff come from a wide range of mobile specialists and is active in speaking at mobile conferences and within the MMA (Mobile Marketing Association). By partnering closely with several of the region’s leading major mobile vendors and Telco operators across Asia, Mindshare is able to secure unique, never-been-done before opportunities for clients seeking to take advantage of this exciting new media.

Mindshare’s recent restructure reflects our strengthening commitment to digital and to creating the first real competitive marketing and media solutions network.

Brian Stoller
Mindshare
Partner - Invention, Asia Pacific