Are we facing a mobile engagement crisis? Columnist Josh Todd discusses the bad habits that have contributed to the problem and how marketers can turn it around.
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…
