Mobile Marketing Maturity Model


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Our Mobile Marketing Maturity Model is designed to help organizations improve their mobile marketing capabilities by providing a defined road-map. The model provides 4 stages of organizational maturity, which are:

- Undefined
- Progressive
- Mature
- World-Class

Additionally, it evaluates 8 components of Content Marketing, as follows:

- Orientation
- Leadership
- Development Focus
- Technology & Interoperabiltiy
- Customer Engagement
- Budget & Staff
- Management & Policy
- Metrics

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Mobile Marketing Maturity Model

  1. 1. Mobile Marketing Stage 1: Undefined Stage 2: Progressive Stage 3: Mature Stage 4: World-Class Orientation No defined strategy or process for Mobile Marketing Defined strategy and processes exists for Mobile Marketing in uncoordinated pockets in an organization Defined, integrated strategy and processes exists for Mobile Marketing across an Enterprise. Defined, integrated strategy for Mobile Marketing exists across the Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact Leadership Skeptical of value of Mobile Marketing; Willing to fund isolated projects and/or test pilot Views mobile as new marketing channel; Allocates budget & staff resources Long-tern commitment; willing participant; Resources for growth Views mobile as strategic function; Fully funds; Organization aligned around mobile as a marketing “spear point” Development Focus Ad hoc app development; Focuses on device & software used; Relies on point tools Basic design, develop & deploy tools for native, web & hybrid development; Focus on visual & audio customer experience Robust platform for native, web & hybrid development with focus on customization, interaction & app development integration End-to-end platform development, deployment & engagement; Application Generator for write once deploy everywhere Technology & Interoperability Templates for fast development; No interoperability with Enterprise systems Support for app lifecycle management, multiple plug-ins for customization; Limited interoperability with systems Enterprise interoperability includes full security, synchronization & deployment Uses MBaaS for shared infrastructure for app execution; Mobile optimized APIs for public and Enterprise connectors Customer Engagement Facilitates content creation, delivery 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; Includes app customization, asset management, localization, etc. Comprehensive content engagement & monetization; Metrics for mobile personas & usage patterns; Multi-device webs Budget & Staff No budget exists; Spending & staffing is ad hoc Budget allocated; Defined roles & responsibilities for Mobile Marketing Budget with business case to justify spend; Dedicated internal point person for Mobile Marketing Budget connected to marketing goals; Organization aligned for maximum impact in Mobile Marketing Management & Policy No formal management or policy for mobile app deployment Has department device management & app lifecycle management plans in place Has Enterprise device management & app lifecycle management policies & policy admin function in place Has robust app & device management support that includes Enterprise mobile policy and BYOD security Metrics No formal measurements in place Analytics to monitor & track app performance, such as QR codes, SMS & web traffic by device and mobile ads Dashboard monitors app performance, device usage and location; User engagement by content asset Enterprise-wide dashboard with visual representation of user acquisition & engagement by behavior, experience, etc. Mobile Marketing Maturity Model