Did you know that the first QR Codes were invented in 1994? Eleven years later, in 2005, major brands started communicating with consumers using SMS. And in 2007, the iPhone launches and the world is hooked on smartphones.

Now it’s 2016. And we still have not figured out mobile marketing.

As with any new technology platform, there are many companies and marketers who have spent a great deal of time trying to figure out, trying to get ahead of consumers and figure out how to use smartphones to grow their business. But no one is doing it just right. And most companies are doing it all wrong.

What are we missing?

1. We don’t know how to define it.

Too many companies still don’t know what to include under the mobile marketing heading. We want a definition of mobile that is narrow and complete. But one does not exist. Mobile has grabbed a small piece of many different marketing functions – such as email, search, web design and development, social, and follow up. Mobile should instead be treated as a function within all other previously defined functions.

2. We expect consumers to use the mobile web the same way they use PCs.

In 2016, this is the biggest mistake companies are still making. We do not use our phones the same way we use a PC when it comes to the internet. We browse differently. We behave differently. We are looking to buy different items, complete different tasks. You can start to understand your consumers better by doing a side by side comparison of the analytics data on your website for mobile visitors vs desktop. Then create a mobile experience that more closely matches where those visitors are in the buying cycle, and what they’re looking to accomplish.

3. We think apps are the answer.

Apps are great. They are still a relatively new way for brands to interact and engage with consumers. But it takes a lot of effort to create and market an app that will be hit critical mass. Most apps flop. And we confine our understanding of mobile to the app store, we ignore all the other pieces of the mobile puzzle that are much easier to get right.