MOBILE MARKETING

Maturity Model

STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Mobile STAGE 1 - Undefined
Marketing Defined, integrated strategy for Mobile
Marketing exists across the Enterprise;
Defined, integrated strategy and
Campaigns are tracked & measured by
Defined strategy and processes exist processes exist for Mobile Marketing
level of engagement & revenue impact
No defined strategy or process for for Mobile Marketing in uncoordinated across an Enterprise.
Orientation
Mobile Marketing pockets in an organization

Views mobile as strategic function;

Leadership Skeptical of value of Mobile Marketing;
Willing to fund isolated projects and/
or test pilot
Long-tern commitment; willing participant; Fully funds; Organization aligned
Views mobile as new marketing Resources for growth around mobile as a marketing
channel; Allocates budget & staff “spear point”
resources

End-to-end platform development,

Robust platform for native, web & deployment & engagement; Applica-
Basic design, develop & deploy tools hybrid development with focus on
Development Ad hoc app development; Focuses
tion Generator for write once deploy
for native, web & hybrid development; customization, interaction & app devel- everywhere
Focus on device & software used; Relies Focus on visual & audio customer opment integration
on point tools experience

Uses MBaaS for shared infrastruc-

Enterprise interoperability includes full ture for app execution; Mobile opti-
Technology & Support for app lifecycle management, security, synchronization & deployment mized APIs for public and Enterprise
Interoperability Templates for fast development; multiple plug-ins for customization; connectors
No interoperability with Enterprise Limited interoperability with systems
systems
 MOBILE MARKETING
Maturity Model
Mobile
Marketing STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class

Comprehensive content engagement

Customer Facilitates content creation, delivery
Engagement and engagement with mobile
website editors, support for QR
codes and NFC tags
Customer engagement via mobile
payments, content & subscription
management and multi-channel
messaging
Full-function mobile content engagement & monetization; Metrics for mobile
& monetization; Includes app customiza- personas & usage patterns; Multi-
tion, asset management, localization, etc. device webs

Budget connected to marketing goals;

Budget with business case to justify Organization aligned for maximum
Budget & Budget allocated; Defined roles & spend; Dedicated internal point person for impact in Mobile Marketing
No budget exists; Spending & staffing responsibilities for Mobile Marketing
Staff Mobile Marketing
is ad hoc

Has robust app & device management

support that includes Enterprise mobile
Has Enterprise device management &
Management & Has department device manage- app lifecycle management policies &
policy and BYOD security
Policy ment & app lifecycle management policy admin function in place
No formal management or policy for
plans in place
mobile app deployment

Enterprise-wide dashboard with

Dashboard monitors app performance, visual representation of user acqui-
Metrics Analytics to monitor & track app perfor- device usage and location; User sition & engagement by behavior,
No formal measurements in place mance such as QR codes, SMS & web engagement by content asset experience, etc.
traffic by device and mobile ads

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