Mobile Marketing Maturity Model

1. MOBILE MARKETING Maturity Model STAGE 4- World-Class STAGE 3 -Mature STAGE 2 - Progressive STAGE1 - Undefined Mobile Marketing Defined, integrated strategy for Mobile Marketing exists across the Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact Defined, integrated strategy and processes exists for Mobile Marketing across an Enterprise. Defined strategy and processes exists for Mobile Marketing in uncoordinated pockets in an organization No defined strategy or process for Mobile Marketing Orientation Views mobile as strategic function; Fully funds; Organization aligned around mobile as a marketing “spear point” Long-tern commitment; willing participant; Resources for growth Views mobile as new marketing channel; Allocates budget & staff resources Leadership Skeptical of value of Mobile Marketing; Willing to fund isolated projects and/ or test pilot End-to-end platform development, deployment & engagement; Applica- tion Generator for write once deploy everywhere Robust platform for native, web & hybrid development with focus on customization, interaction & app devel- opment integration Basic design, develop & deploy tools for native, web & hybrid development; Focus on visual & audio customer experience Development Ad hoc app development; Focuses on device & software used; Relies on point tools Focus Uses MBaaS for shared infrastruc- ture for app execution; Mobile opti- mized APIs for public and Enterprise connectors Enterprise interoperability includes full security, synchronization & deployment Technology & Interoperability Support for app lifecycle management, multiple plug-ins for customization; Limited interoperability with systems Templates for fast development; No interoperability with Enterprise systems

2. MOBILE MARKETING Maturity Model Mobile Marketing STAGE1 - Undefined STAGE 2 - Progressive STAGE 3 -Mature STAGE 4- World-Class Comprehensive content engagement & monetization; Metrics for mobile personas & usage patterns; Multi-de- vice webs Full-function mobile content engagement & monetization; Includes app customiza- tion, asset management, localization, etc. Customer engagement via mobile payments, content & subscription management and multi-channel messaging Facilitates content creation, delivery and engagement with mobile website editors, support for QR codes and NFC tags Customer Engagement Budget connected to marketing goals; Organization aligned for maximum impact in Mobile Marketing Budget with business case to justify spend; Dedicated internal point person for Mobile Marketing Budget & Budget allocated; Defined roles & responsibilities for Mobile Marketing No budget exists; Spending & staffing is ad hoc Staff Has robust app & device management support that includes Enterprise mobile policy and BYOD security Has Enterprise device management & app lifecycle management policies & policy admin function in place Management & Has department device manage- ment & app lifecycle management plans in place Policy No formal management or policy for mobile app deployment Enterprise-wide dashboard with visual representation of user acqui- sition & engagement by behavior, experience, etc. Dashboard monitors app performance, device usage and location; User engagement by content asset Metrics Analytics to monitor & track app perfor- mance, such as QR codes, SMS & web traffic by device and mobile ads No formal measurements in place Want to rate your organization’s Mobile Marketing maturity with an interactive tool? Download our Mobile Marketing Maturity Assessment and get started today! V I E W R E S O U R C E