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Mobile Marketing Maturity Model

Our Mobile Marketing Maturity Model was designed to help organizations by providing a road-map for improving their mobile marketing capabilities.

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Mobile Marketing Maturity Model

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  1. Mobile Marketing Maturity Model Orientation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Development Focus No defined strategy or process for Mobile Marketing Ad hoc app development; Focuses on device & software used; Relies on point tools Basic design, develop & deploy tools for native, web & hybrid development; Focus on visual & audio customer experience Robust platform for native, web & hybrid development with focus on customization, interaction & app devel- opment integration End-to-end platform development, deployment & engagement; Applica- tion Generator for write once deploy everywhere Defined strategy and processes exists for Mobile Marketing in uncoordinated pockets in an organization Defined, integrated strategy and processes exists for Mobile Marketing across an Enterprise. Defined, integrated strategy for Mobile Marketing exists across the Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact Leadership Skeptical of value of Mobile Marketing; Willing to fund isolated projects and/ or test pilot Views mobile as new marketing channel; Allocates budget & staff resources Long-tern commitment; willing participant; Resources for growth Views mobile as strategic function; Fully funds; Organization aligned around mobile as a marketing “spear point” Technology & Interoperability Uses MBaaS for shared infrastruc- ture for app execution; Mobile opti- mized APIs for public and Enterprise connectors Templates for fast development; No interoperability with Enterprise systems Support for app lifecycle management, multiple plug-ins for customization; Limited interoperability with systems Enterprise interoperability includes full security, synchronization & deployment Mobile Marketing MOBILE MARKETING Maturity Model

  2. Customer Engagement Budget & Staff Management & Policy Metrics No budget exists; Spending & staffing is ad hoc Facilitates content creation, delivery and engagement with mobile website editors, support for QR codes and NFC tags No formal management or policy for mobile app deployment No formal measurements in place Has department device manage- ment & app lifecycle management plans in place Analytics to monitor & track app perfor- mance, such as QR codes, SMS & web traffic by device and mobile ads Has Enterprise device management & app lifecycle management policies & policy admin function in place Dashboard monitors app performance, device usage and location; User engagement by content asset Has robust app & device management support that includes Enterprise mobile policy and BYOD security Enterprise-wide dashboard with visual representation of user acqui- sition & engagement by behavior, experience, etc. Budget allocated; Defined roles & responsibilities for Mobile Marketing Customer engagement via mobile payments, content & subscription management and multi-channel messaging Budget with business case to justify spend; Dedicated internal point person for Mobile Marketing Full-function mobile content engagement & monetization; Includes app customiza- tion, asset management, localization, etc. Budget connected to marketing goals; Organization aligned for maximum impact in Mobile Marketing Comprehensive content engagement & monetization; Metrics for mobile personas & usage patterns; Multi-de- vice webs STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Mobile Marketing MOBILE MARKETING Maturity Model Customer Engagement Budget & Staff Management & Policy Metrics No budget exists; Spending & staffing is ad hoc Facilitates content creation, delivery and engagement with mobile website editors, support for QR codes and NFC tags No formal management or policy for mobile app deployment No formal measurements in place Has department device manage- ment & app lifecycle management plans in place Analytics to monitor & track app perfor- mance, such as QR codes, SMS & web traffic by device and mobile ads Has Enterprise device management & app lifecycle management policies & policy admin function in place Dashboard monitors app performance, device usage and location; User engagement by content asset Has robust app & device management support that includes Enterprise mobile policy and BYOD security Enterprise-wide dashboard with visual representation of user acqui- sition & engagement by behavior, experience, etc. Budget allocated; Defined roles & responsibilities for Mobile Marketing Customer engagement via mobile payments, content & subscription management and multi-channel messaging Budget with business case to justify spend; Dedicated internal point person for Mobile Marketing Full-function mobile content engagement & monetization; Includes app customiza- tion, asset management, localization, etc. Budget connected to marketing goals; Organization aligned for maximum impact in Mobile Marketing Comprehensive content engagement & monetization; Metrics for mobile personas & usage patterns; Multi-de- vice webs STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Mobile Marketing MOBILE MARKETING Maturity Model

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