Today’s guest post is by Tracy Paden.

A recent mobile ad campaign for one of my clients wasn’t performing as well as I’d hoped.

Despite the ample number of impressions, click-through rates were down.

I turned to our advertising partner for some insight, and I was less than pleased to hear back, “Well. . . your app just isn’t that interesting.”

What?

Are you saying the mobile app that we’ve spent tens of thousands of dollars developing and promoting isn’t the greatest thing since sliced bread?

You helped us develop it – and now you’re telling me it’s not good enough for people to bother downloading?

Needless to say, I wasn’t satisfied with that answer. And I’m still not. It was a total cop-out.

With a little time, I’ve realized the reason I was so aggravated by that answer wasn’t just because the vendor was dodging responsibility for a poorly performing campaign. It was also because I was being told I wasn’t part of the “in” crowd. I was told point blank, “You’re not cool.”

But you know what? Not everyone is cool, and that’s OK. (more…)