aquent/ama webcast: planning for mobile marketing success through smart staffing

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.

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 audioParticipants (US & Canada, Toll Free): 800 381 7839International Participants: +1 212 231 2930

AMA WebcastPlanning for Mobile Marketing Success Through Smart Staffing

Housekeeping Items

Recording

You will be provided with a recording of today’s presentation after today’s live presentation.

Twitter

Please reference #AMAAquent, when tweeting about this webcast.

Webcast Speaker

Melissa Parrish, Senior Analyst,

Forrester Research, Inc.

Making Leaders Successful Every Day

Planning for Mobile Marketing Success through Smart StaffingMelissa Parrish, Senior Analyst

@MelissaRParrish

How thinking long-term sets you up for mobile marketing growth

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

Agenda

Mobile marketing investment vs. consumer adoption

Barriers to mobile marketing growth

Hiring for now and later

Recommendations

© 2012 Forrester Research, Inc. Reproduction Prohibited

Consumers’ mobile behaviors are increasingly sophisticated

US online adults

48%

38%

15%

16%

25%

7%

SuperConnecteds

• Access mobile internet at least weekly or do multiple activities at least monthly.

Entertainers

• Listen to music, watch video, or play games at least weekly.

Connectors

• Use of mobile phone for work

• Also use advanced services at least monthly.

Communicators

• Communicate at least weekly using SMS. May use MMS, IM, or personal email at least monthly

Talkers

• Use mobile phones primary to talk. May occasionally use SMS

Inactives

• Does not own a mobile phone


But company investment is evolving more slowly

Source: A commissioned study conducted by Forrester Consulting on behalf of Aquent, September 2012

1%

1%

3%

35%

45%

15%

I don't know

Decrease significantly

Decrease slightly

Stay the same

Increase slightly

Increase significantly

“How do you expect that the mobile marketing budget will change from 2012 to 2013? It will:”

Base: 155 US online employees who make or influence mobile marketing strategy and hiring decisions


More budget means more peopleBut there’s no one way to staff for mobile today

5%

30%

7%

10%

6%

6%

7%

7%

6%

3%

3%

4%

7%

1%

10%

5%

15%

8%

6%

12%

10%

8%

8%

2%

6%

10%

1%

26%

6%

7%

9%

4%

8%

15%

3%

4%

5%

5%

8%

I don't know

None

1

2

3

4

5

6 to 10

11 to 15

16 to 20

21 to 25

26 to 99

100 or more

Full-time employees who are 100%dedicated to mobile marketing (mobile-dedicated FTEs)

Full-time employees who are focused onmobile as one of many responsibilities(mobile supporting FTEs)

Contract or freelance employees hiredspecifically for mobile marketing (Mobilecontract employees)

“How many of the following types of staff have been employed at your organization in the past six months?”




Why? Because most mobile strategies are still quite young

• More than 1/3 of respondents’ companies have had a mobile strategy for 2 years

• Another 1/3 have even less experience

• Most companies are still figuring our what mobile means to their business and how to take advantage of the opportunity


Many marketers turn to agencies to help them over the learning curve



20%

31%

32%

45%

53%

63%

13%

23%

21%

29%

15%

7%

60%

45%

45%

25%

31%

25%

7%

1%

1%

1%

1%

5%

Other

Technology/development specialist agency

Media planning/buying agency

Mobile marketing specialist agency

Full service interactive agency

Traditional brand agency

Currently using Plan to use in the next 6 months No plans to use Stopped using in the past 6 months

“Which of the following types of external agency/agencies are you currently using, or plan to use, for your mobile marketing initiatives?”


Agenda




Recommendations

1. Demonstrating ROI

42% say measurement is their #1 problem. 68% must prove mobile’s positive ROI to hire more staff.

2. Finding and understanding the audience

34% of respondents say finding the right audience is one of their biggest problems

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…

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.


So how do early-stage mobile marketers support their programs?


98% use agencies

• 59% use their agencies for audience research; 39% for data collection and analysis

Mobile-supporting

FTE’s manage the agencies

• 44% rely on employees with many non-mobile responsibilities to manage mobile agencies

As a result, marketers can’t

grow their programs


Agenda




Recommendations


Now: Hire contractors for more than just design & development

Task your contractors with managing your agency relationships to:• Learn how to quantify your mobile ROI

• Build expertise on mobile measurement

• Strengthen your agency relationships

• Build a business case for future mobile hiring


Later: Hire FTE’s for strategy and integration

Hire for marketing experience, not technical expertise• 43% of respondents say their most

successful internal mobile marketing staff had traditional brand marketing backgrounds

• 37% say they were responsible for digital marketing at another brand


Later: Measure based on performance

• Resist the urge to measure employee success based on met deadlines alone

• Task this employee with successful outcomes not just launches

• Measure their performance by their progress toward overall or digital marketing goals


Agenda




Recommendations


Discover the uniqueness of mobile

1. Mobile devices aren’t just little computers

2. Mobile measurement is different from online measurement

3. The data work isn’t done once a program is measured

4. Integrating mobile doesn’t mean sticking it on top of existing programs

For long-term mobile marketing success, remember that:

Thank youMelissa Parrish

[email protected]

@MelissaRParrish

mailto:[email protected]

Thank You for your Participation!

Additional questions? General AMA Questions can be sent to: [email protected]

Recording and slides

You will be provided with a recording of today’s presentation.

Twitter

Please reference #AMAAquent, when tweeting about this webcast.

Today’s Presentation was brought to you by the ReadyTalk Web Conferencing Platform. If you are interested in learning more about ReadyTalk and their services, please visit www.ReadyTalk.com/AMA.

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