We’ve heard it for years “mobile is the next big thing” and if we’re all being honest it took way too long to gain the traction many had predicted.  But now we are well and truly in the mobile era…so how many of us are actually making the most of mobile?

Never has mobile in the Performance Marketing space been more relevant.  The humble desktop, once the gateway to online, is no longer the only access point but for many a cumbersome last resort or down right inconvenience.  iPad in front of the TV anyone? Grocery shopping via mobile on the commute home?  Heck, I personally managed to order pizza with my old Kindle underground on the tube home last week.  I don’t even own a desktop!

We know the audience is there…

• 69% of tablet owners make a purchase on their device every month
• Recent stats from comScore indicated that the UK, Ireland and Russia, lead Europe for  mobile traffic.
• Globally some sources put Australia’s 47%  as the clear front-runner with both the UK and US at 31%.
• Closer to home some UK networks now say that up to 21% of their network traffic derives from mobile devices and that 7.2m mobile transactions are predicted across the network in 2013.

As consumers go mobile, so do their early brand interactions, purchase making decisions and ultimately those sought after conversions.  It is at this point many traditional affiliate network technologies and advertisers are still suffering from the inability to track mobile.

So why are there still so many pitfalls?…

• The network’s don't have the advertiser’s pixel on an m-commerce site?  Oops!
• You want to run campaigns and target specific devices, network operators and locations?  Sorry!
• We need a cookieless solution, can you send us your SDK! Our what?
• You lose “visibility” from web driven traffic to in app conversions? Err!
• Your network can’t track in app or app-to-app conversions?  It’s in our pipeline honest!

Here at CAKE we’re helping our customers, whether agency, network, advertiser or publisher lead the way in mobile commerce and overcome all of the above pitfalls.  Our mobile solution is neither bolt on, nor a 3rd party provider but proprietary technology seamlessly integrated into our solution for performance marketers.

Admittedly there are many great success stories and companies getting it right with the recent Performance Marketing Award for Best Use of Mobile much sought after.  If you’re still making a mess of mobile now’s the time to rethink your strategy before your competitors do.