Score Your Mobile Marketing MaturityBy Forrester Research.

Although mobile budgets are beginning to increase, the majority of marketers are still in the early stages, experimenting with mobile while treating it as a mini-PC or beginning to home in on mobile-specific tactics. This behavior falls within the beginning of four phases of mobile marketing maturity that Forrester has defined based on organizations’ attitudes and resources, planning and execution of campaigns, and measurement.


This report helps you understand these different stages of mobile marketing maturity and identify which stage your company is currently in. Knowing where you stand, you will then be able to craft a strategic plan and a road map for acting on it.

Video source: www.mobilemindshift.com

1 How does your organization view the importance of mobile marketing? Please select the best answer that describes your organization

2 What internal people support your current mobile marketing initiatives? Please select the best answer that describes your organization

3 What is the nature of your agency and partner relationships for mobile marketing? Please select the best answer that describes your organization

4 What is the focus of your mobile marketing strategy? Please select the best answer that describes your organization

5 How do you start planning a new mobile marketing strategy? Please select the best answer that describes your organization

6 Which of the following best describes how you have used mobile tactics in marketing? Please select the best answer that describes your organization

7 What are the objectives of your current mobile measurement strategy? Please select the best answer that describes your organization

8 How do you currently organize the data for your mobile measurement program? Please select the best answer that describes your organization

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    Your Mobile Marketing Maturity: Leader

    Forrester has identified four stages that organizations and marketers grow through once they get started with mobile and take increasing advantage of expanding mobile marketing opportunities.

    Leaders in mobile marketing are still a rarity today, but if you’re among them, your organization is sold on mobile’s importance and has integrated mobile into your brand’s DNA.

    You see mobile as the connective tissue across the customer journey, and you craft comprehensive strategies that integrate mobile with online and offline channels, measuring success through aggregated cross-channel data. With this advanced strategic approach, you far outpace the practitioners because, in accordance with the addressability framework, you aim to use the mobile touchpoint to add value and service to your audience. To make it all happen, you have plenty of internal and external resources available, including mobile experts, digital marketers, technology managers, product developers, external agencies, and other stakeholders.

    Your Mobile Marketing Maturity: Practitioner

    Forrester has identified four stages that organizations and marketers grow through once they get started with mobile and take increasing advantage of expanding mobile marketing opportunities.

    Your organization is on its way to understanding mobile’s unique audience and marketing benefits.

    You consider the mobile phone to be a channel in its own right and plan strategically to directly engage the mobile consumer. You set relationshipbased objectives that account for the personal nature of the device, and you strategically collect and organize data to measure success through proxies. You also do a better job at resource allocation: You’ve got internal mobile channel experts who lead the strategy and strong agency support to boost expertise and execution.

    Your Mobile Marketing Maturity: Experimenter

    Forrester has identified four stages that organizations and marketers grow through once they get started with mobile and take increasing advantage of expanding mobile marketing opportunities.

    You know that a mobile presence is a must because consumers are accessing your brand properties through their mobile phones whether your organization is ready or not.

    However, you still treat mobile phones as a device through which to extend your current campaigns — not as a channel that deserves its own unique marketing strategy. So your existing nonmobile channel managers are in charge, and they simply optimize current creative for mobile phones, use mobile to extend and support nonmobile-focused interactive campaigns, and tailor the strategy and measure results with the help of contextual mobile data.

    Your Mobile Marketing Maturity: Novice

    Forrester has identified four stages that organizations and marketers grow through once they get started with mobile and take increasing advantage of expanding mobile marketing opportunities.

    Mobile marketing still hasn’t earned a seat at the table within your marketing organization.

    You realize that mobile usage is growing, and you dabble in mobile by applying small test budgets to one-off PC-derived campaigns. But you still consider mobile to be an emerging tactic whose applications and effectiveness are not clear. Therefore, no strategic approach is in place as you test and measure tactics, and your mobile practice is understaffed (internally and externally) and underfunded.

    Leaders

    Practitioners

    Experimenters

    Novices

    Recommendations

    Leader

    Congratulations! You’re well ahead of your competition.

    Forrester Research says the majority of marketers are still in the Novice or Experimenter phase, so you’re well past those organizations by showing you understand mobile’s importance within your cross-channel campaign strategies and long-term engagement — and now seeking consistent measurement using online and offline sales.

    Next Steps

    Recommendations

    Practitioner

    Congratulations! You’re well ahead of your competition.

    Forrester Research says the majority of marketers are still in the Novice or Experimenter phase, so you’re well past those organizations by showing you understand mobile’s importance within your cross-channel strategies, campaigns and long-term engagement.

    Next Steps

    Recommendations

    Experimenter

    You’re not alone!

    Forrester Research says the majority of marketers are still in the Novice or Experimenter phase, either allocating test budgets to one-off campaigns or applying small budgets to transition existing campaigns to mobile.

    Next Steps

    Recommendations

    Novice

    You’re not alone!

    Forrester Research says the majority of marketers are still in the Novice or Experimenter phase, either allocating test budgets to one-off campaigns or applying small budgets to transition existing campaigns to mobile.

    Next Steps