The document discusses planning for mobile marketing success through smart staffing. It summarizes findings from a study on how companies are adjusting their staffing to support growing mobile programs. The study found a mismatch between current hiring practices and organizational needs for mobile marketing. During the webcast, Melissa Parrish from Forrester Research will present key findings from the study and provide recommendations on planning for mobile marketing success through smarter staffing.
Planning for Mobile Marketing Success Through Smart Staffing
1. Planning for Mobile Marketing Success
Through Smart Staffing
Companies are still in the early stages of mobile marketing development — and
they face an uphill climb to evolve beyond basic strategies. Aquent recently
commissioned Forrester Consulting to evaluate how companies are adjusting
their staffing to support mobile program growth.
In conducting in-depth surveys with marketing and IT professionals who are
responsible for influencing hiring decisions for mobile marketing, Forrester
found that there is a mismatch between current hiring practices and
organizational needs.
During this webcast, Melissa Parrish will discuss the key findings from the study
and provide some recommendations on how to plan for mobile marketing
success through smarter staffing.
2. AMA Webcast
Planning for Mobile Marketing Success
Through Smart Staffing
Presenter:
Melissa Parrish, Senior Analyst, Forrester Research, Inc.
Moderator:
Anthony Salas, American Marketing Association
Sponsored by:
The audio portion of today’s presentation is available via broadcast audio.
You can also dial in to hear audio
Participants (US & Canada, Toll Free): 800 381 7839
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3. Housekeeping Items
Recording
You will be provided with a recording of today’s
presentation after today’s live presentation.
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this webcast.
4. Webcast Speaker
Melissa Parrish,
Senior Analyst,
Forrester Research, Inc.
8. Project background
Project: Aquent commissioned Forrester Consulting to
evaluate how companies are staffing to support mobile
program growth.
Hypothesis: As organizations commit to mobile
marketing, they bring resources in-house to develop
strategies and manage programs
Methodology: In-depth surveys with marketing and IT
professionals who are responsible for influencing hiring
decisions for mobile marketing
9. Agenda
Mobile marketing investment vs.
consumer adoption
Barriers to mobile marketing growth
Hiring for now and later
Recommendations
10. Agenda
Mobile marketing investment vs.
consumer adoption
Barriers to mobile marketing growth
Hiring for now and later
Recommendations
17. 1. Demonstrating ROI
42% say measurement is their #1 problem. 68% must
prove mobile’s positive ROI to hire more staff.
18. 2. Finding and understanding the
audience
34% of respondents say finding the right audience is
one of their biggest problems
19. 3. Integrating mobile
26% say integrating mobile with other programs is a
major roadblock. 55% of companies with a mobile
FTE say integration is a key responsibility, but…
20. 4. Early-stage mobile marketers
staff to address other issues
85% of early-stage mobile marketers do not have a
fully-dedicated mobile FTE. 52% are responsible for
technical implementation; 37% for strategy.
30. Thank You for your Participation!
Additional questions?
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Notes de l'éditeur
Base: 57499 US online adults; Source: North American Technographics Online Benchmark Survey (Part 1) Q2,2012 (US, Canada) - US DATA
Survey respondents are more likely to spend between 1 and 5 million dollars total on mobile today, andbudgets are expected to increase for 60% of them (see figure A). That budget is being spent on a variety of tactics as well – within a year, almost all of the respondents will have mobile websites, email campaigns, and apps, and more than half will be using every tactic we asked about save mobile gaming.
A third of respondents plan to hire more of each type of full-time employee, and a quarter plan to hire more contract employees in the next 6 months.
Currently, respondents work with an average of three external agencies for mobile marketing, and a quarter of them use anywhere from 4 to 15-plus. And the agencies are just tasked with execution – the majority of companies are working with their traditional brand agency to help them incorporate mobile into their overall plans
And we’re right back where we started. As we’ve seen, proving the ROI is the number one challenge both with mobile overall and with securing approval to increase mobile headcount. And the fifth greatest challenge with mobile overall is integration with other marketing channels— a responsibility that the majority of companies gives to a mobile-dedicated FTE. But companies can’t hire that mobile-dedicated FTE until they’ve proven the ROI. It’s a vicious cycle, and it’s one that isn’t helped by having those key agency relationships managed by employees whose focus is split between mobile and other responsibilities.