For me, and being a developer of mobile apps and websites, it is that most self-proclaimed mobile marketing platforms do not take the mobile target market into account at all and instead, show a regular internet marketing platform but with a "mobile" label.

For example, if I am trying to connect to a brand using social media, the mobile version of that website or the equivalent mobile app should make it easy for me to find Facebook with my mobile device, especially for smart phones where the screen real estate is small.

In other words, mobile marketing strategies should not just take a regular marketing strategy and scale it down to a mobile device the "Mobile" label thrown on it. Marketers should realize that business people and consumers who travel with their mobile devices are an actual market.

What we do for mobile marketing of our clients is create either an app or a responsive web page that detects the mobile device and serves a faster web page that won't kill an iPhone or iPad battery.

Also, since the mobile concept is becoming a lifestyle all of its own, marketers should embrace this as a target market, what the marketing industry calls "psychographic" and cater to that target market, but most mobile apps and websites fail to do that.

Bruce

I wish there were an easy system to provide download attribution.

The most frustrating for me are the disadvantages of mobile marketing:
i. Little room for errors up front: First impressions are everything. If your ads give viewers a negative first impression, unfortunately, that is the one that will matter most. So be sure to make your ad or content error-free. It is extremely hard to fix a mistake before it’s seen, as mobile advertising is very fast in nature.
ii. Potential for bad user experiences: This piggybacks the first disadvantage. You know how I said above to “let it go viral”? Well, bad ads or content can go viral just as easily as good ones. Review your ad or content carefully, perhaps even have multiple people review it and try to make sure that your ad will not be received in a bad way.
iii. Possible navigation issues: Consider this when designing mobile ads: About 80% of phones owned in the U.S. are smartphones, which means that around 20% of consumers are using standard cell phones. While the user might be interested in your ad, some might not be able to access it.
iv. User costs: This is one disadvantage that should not be overlooked. Although we see advertisements about unlimited data, that does not mean that everyone has an unlimited plan. Standard data and texting charges may apply to some of those seeing your ads, so be mindful of that.
Besides if you do have any questions give me a call: https://clarity.fm/joy-brotonath