Josh Todd says, “A couple of weeks back, I sounded the alarm on what my colleagues and I are calling the “Mobile Engagement Crisis.” It’s an industrywide call to arms for marketers to reassess the way they think and act on their mobile strategies in the face of declining retention rates and fickle mobile users.

I believe the need for action has come because we are fundamentally flawed in the way we are engaging with our mobile users, leading them to abandon apps after only a handful of uses. We’ve become stuck — comforted by the eponymous statement that “mobile is skyrocketing” — and have failed to capitalize on the things that made mobile great in the first place.

However, this didn’t happen overnight; here’s where many marketers have gone wrong:

You followed the wrong metrics

As marketers, when we sit in meetings with executives, they say the same thing over and over: Show me the data. And rightfully so. We know the best marketing efforts are tracked, analyzed, tweaked or even tossed out based on the results that they show”.

5 damaging mobile engagement mistakes

Marketing Land

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