The Pathetic State Of Mobile Marketing And Advertising

Nearly four years ago I wrote a post in which I described mobile marketing as being The Elephant In The Room For Marketers. A little history lesson if you don’t mind.

In that piece the “elephant” was described this way.

First by Digiday in which Brian Morrissey referred to 2012 as “It’s the Year of Mobile (for the fourth year in a row).” Yes he was being quite sarcastic making light of the fact that even in 2012 we still couldn’t decide which year was in fact the year of Mobile.

Then there was Mark Donovan, comScore SVP of mobile who I quoted as saying: “With nearly 86 million Americans now shopping on their smartphones, this pronounced shift in consumer behavior is simply too large for retailers to ignore, with the future of their business depending on how well they adapt to the new environment.”

One final stroll down memory lane.

I also wrote the following: “According to the Chief Marketing Council, a mere 16% of companies have a mobile marketing strategy to establish and foster customer engagement which theoretically leads directly to more sales?”

Remember this is from 2012 — four years ago.

The More Things Change, The More They Stay The Same

Earlier this year Click Z, in partnership with Search Optics, released the State of Mobile Advertising 2016. As per the report itself it is “based on a survey of client-side advertisers and agencies, this report explores the extent to which brands are putting mobile at the center of their integrated marketing activities.”

Let’s take a look at the very first finding shall we?

Source: The State of Mobile Advertising 2016

What’s this?

Less than two in 10 advertisers consider themselves to be…

Read the full story on Forbes.