Given the ever growing state of Mobile advertising (an estimated $2.61 billion in 2012 and projections to quadruple to $11.87 billion in 2016 according to this article) and the fact that users will continue to seek more and more innovative mobile platforms, I thought this article was interesting:
http://adage.com/article/digital/marketers-approach-mobile-flawed/238386/
It speaks to the huge amount of companies that still don't know how to properly use Mobile advertising in a way that actually utilizes Mobile's unique qualities. Companies tend to view Mobile as an extension of desktop advertising and therefore use the same metrics in determining the success of these platforms. According to the article 63% of marketers use traditional advertising engagement metrics such as website traffic and unique visitors to measure Mobile ad campaigns, plus 58% of the marketers surveyed said they use click-through-rates to gauge Mobile advertising. This is compared to only 30% of marketers that track app downloads, 29% that track Mobile user retention rates, 27% that use push-based alerts, 25% that utilize real-time location-based marketing, and 22% that say they use Mobile as a community development tool.
This deficiency in Mobile on the part of these companies surprised me a bit given that there are so many Mobile agencies out there that specialize in this type of platform and can work with these clients (or may already be working with these clients) to build proper Mobile platforms. Mobile has been around long enough that companies do need to start focusing more of their resources and energies on that platform, in order to gain a strong ROI. Further, Social is a continued struggle for many companies to properly monetize, and given Mobile and Social are strongly related, companies need to start fixing their Mobile strategies first before they can even "figure out" Social.
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