Aquent/AMA Webcast: Planning for Mobile Marketing Success Through Smart Staffing
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Aquent/AMA Webcast: Planning for Mobile Marketing Success Through Smart Staffing

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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 ...

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.

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  • 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.

Aquent/AMA Webcast: Planning for Mobile Marketing Success Through Smart Staffing Presentation Transcript

  • 1. Planning for Mobile Marketing SuccessThrough Smart StaffingCompanies are still in the early stages of mobile marketing development — andthey face an uphill climb to evolve beyond basic strategies. Aquent recentlycommissioned Forrester Consulting to evaluate how companies are adjustingtheir staffing to support mobile program growth.In conducting in-depth surveys with marketing and IT professionals who areresponsible for influencing hiring decisions for mobile marketing, Forresterfound that there is a mismatch between current hiring practices andorganizational needs.During this webcast, Melissa Parrish will discuss the key findings from the studyand provide some recommendations on how to plan for mobile marketingsuccess through smarter staffing.
  • 2. AMA WebcastPlanning for Mobile Marketing SuccessThrough Smart StaffingPresenter:Melissa Parrish, Senior Analyst, Forrester Research, Inc.Moderator:Anthony Salas, American Marketing AssociationSponsored 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
  • 3. 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.
  • 4. Webcast Speaker Melissa Parrish, Senior Analyst, Forrester Research, Inc.
  • 5. Making Leaders SuccessfulEvery Day
  • 6. Planning for Mobile MarketingSuccess through Smart StaffingMelissa Parrish, Senior Analyst@MelissaRParrish
  • 7. How thinking long-term sets you up for mobilemarketing growth
  • 8. Project backgroundProject: 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 programsMethodology: 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
  • 11. Consumers’ mobile behaviors are increasinglysophisticated • • • • • • •© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 12. But company investment is evolving more slowly “How do you expect that the mobile marketing budget will change from 2012 to 2013? It will:” Increase significantly 15% Increase slightly 45% Stay the same 35% Decrease slightly 3% Decrease significantly 1% I dont know 1% Base: 155 US online employees who make or influence mobile marketing strategy and hiring decisions Source: A commissioned study conducted by Forrester Consulting on behalf of Aquent, September 2012© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 13. More budget means more people But there’s no one way to staff for mobile today “How many of the following types of staff have been employed at your organization in the past six months?” 8% 100 or more 10% 7% 5% 26 to 99 6% 4% Full-time employees who are 100% 5% dedicated to mobile marketing (mobile- 21 to 25 2% 3% dedicated FTEs) 4% 16 to 20 8% 3% Full-time employees who are focused on 3% mobile as one of many responsibilities 11 to 15 8% 6% (mobile supporting FTEs) 15% 6 to 10 10% Contract or freelance employees hired 7% specifically for mobile marketing (Mobile 8% 5 12% contract employees) 7% 4% 4 6% 6% 9% 3 8% 6% 7% 2 15% 10% 6% 1 5% 7% 26% None 10% 30% 1% I dont know 1% 5% Base: 155 US online employees who make or influence mobile marketing strategy and hiring decisions Source: A commissioned study conducted by Forrester Consulting on behalf of Aquent, September 2012© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 14. 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© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 15. Many marketers turn to agencies to help them over the learning curve “Which of the following types of external agency/agencies are you currently using, or plan to use, for your mobile marketing initiatives?” Currently using Plan to use in the next 6 months No plans to use Stopped using in the past 6 months Traditional brand agency 63% 7% 25% 5% Full service interactive agency 53% 15% 31% 1% Mobile marketing specialist agency 45% 29% 25% 1% Media planning/buying agency 32% 21% 45% 1% Technology/development specialist agency 31% 23% 45% 1% Other 20% 13% 60% 7% Base: 155 US online employees who make or influence mobile marketing strategy and hiring decisions Source: A commissioned study conducted by Forrester Consulting on behalf of Aquent, September 2012© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 16. Agenda Mobile marketing investment vs. consumer adoption Barriers to mobile marketing growth Hiring for now and later Recommendations© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 17. 1. Demonstrating ROI42% say measurement is their #1 problem. 68% mustprove mobile’s positive ROI to hire more staff.
  • 18. 2. Finding and understanding theaudience34% of respondents say finding the right audience isone of their biggest problems
  • 19. 3. Integrating mobile26% say integrating mobile with other programs is amajor roadblock. 55% of companies with a mobileFTE say integration is a key responsibility, but…
  • 20. 4. Early-stage mobile marketersstaff to address other issues85% of early-stage mobile marketers do not have afully-dedicated mobile FTE. 52% are responsible fortechnical implementation; 37% for strategy.
  • 21. So how do early-stage mobile marketers support their programs?© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 22. 98% use • 59% use their agencies for audience research; 39% agencies for data collection and analysis Mobile- • 44% rely on employees with many supporting non-mobile responsibilities to FTE’s manage manage mobile agencies the agencies As a result, marketers can’t grow their programs© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 23. Agenda Mobile marketing investment vs. consumer adoption Barriers to mobile marketing growth Hiring for now and later Recommendations© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 24. 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© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 25. 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© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 26. 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© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 27. Agenda Mobile marketing investment vs. consumer adoption Barriers to mobile marketing growth Hiring for now and later Recommendations© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 28. Discover the uniqueness of mobile For long-term mobile marketing success, remember that: 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© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 29. Thank youMelissa Parrishmparrish@forrester.com@MelissaRParrish
  • 30. Thank You for your Participation! Additional questions? General AMA Questions can be sent to: asalas@ama.org 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.