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Mobile Marketing Readiness Assessment

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Mobile Marketing Readiness Assessment

  1. 1. Mobile Marketing Readiness AssessmentMobile Marketing Readiness Success Drivers Scores RecommendationsSenior Management CommitmentSenior Management understands Mobile is a long-term initiative 1 Prepare a business case for mobile marketing and present action plan to senior management Use a scorecard to document mobile marketing goals and show alignment to overall strategicSenior Management agrees that Mobile is critical for meeting goals 3 plansSenior Management is prepared to enhance I/T equipment 4 0Senior Management has committed to provide adequate resources 2 Obtain buy-in from senior management and use business case to outline resource requirementsSenior Management understands how mobile can benefit the business 4 0Alignment with Business Goals & ObjectivesA strong marketing strategy is in place 4 0Mobile Marketing is the right medium for our consumers 3 Conduct an evaluation to determine if mobile is the right medium for your consumersMobile Marketing is the right medium for us to use 4 0Our customers mobile habits align with our Mobile Marketing objectives 2 Conduct research to determine if customers would benefit from the use of mobileMobile Marketing will compliment our current marketing initiatives 4 0Success with Mobile will help to achieve future enterprise goals 4 0Mobile Marketing Knowledge, Trends & RegulationsWe know/understand the presence/significance of mobile in ourindustry 2 Review the competitive landscape to identify opportunitiesWe understand the growth statistics with mobile web and marketing 2 Obtain mobile marketing statistics from trusted sourcesWe have a privacy policy in place 3 Use Demand Metrics "Terms of Use" and "Privacy Policy" templates to alleviate privacy concerns
  2. 2. Clear terms & conditions are in place for each of our mobile initiative 4 0Marketing Management Associations Code of Conduct is known 4 0 Use Demand Metrics "Social Media Competitor Tracking Template" to monitor competitors use ofOur competitors are using mobile as part of their marketing efforts 2 mobilePlanningWe have an accurate plan for mobile that fits into our current strategy 1 Create a formalized Mobile Marketing Strategy PlanThe messages we will be sending are relevant to and targeted 3 Build a mobile marketing communications map to plan communicationsWe have prepared an opt-in procedure and an opt-in list 5 0Our company has a plan to handle information responsibly andsensitively 4 0We have developed a plan/initiative to track ROI from our mobilecampaign 1 Use a metrics dashboard to monitor mobile initiatives and to track ROIStaff, Systems & TrainingBudget & resources have been put aside for training & support 1 Build a business case for obtaining budget and resourcesThere is enough time allotted for all groups to be trained 2 Put a "roll-out" plan together and ensure adequate time for trainingThere is staff in place to provide training, support, and administration 1 Ensure the proper resources are available for training and support Create job descriptions and use Demand Metrics "Interview Evaluation Template" to select theJob descriptions have been created and positions have been filled 3 right candidates Conduct an IT audit and use Demand Metrics "Vendor Selection tool" to conduct a vendorThe technology required for Mobile has been evaluated and is available 1 evaluation
  3. 3. Mobile Marketing Readiness AssessmentCustomize this tool by changing the weighting scale for each assessment category. Weighting Scale Mobile Marketing Senior Management Alignment with Business Commitment Goals & Objectives Knowledge, Trends & Planning Staff, Systems, & Training Total Regulations 20% 20% 20% 20% 20% 100%
  4. 4. Mobile Marketing Readiness AssessmentRank your organizations compliance with each best practice using the drop-down box in the Score column. Senior Management Commitment Description of Best Practices Score Notes/Comments Senior Management understands Mobile Marketing is a complex, long-term initiative. 1 Senior Management agrees that Mobile Marketing is critical for meeting future goals. 3 Senior Management is prepared to enhance I/T equipment to ensure that the Mobile Marketing effort is stable, reliable, and has been incorporated into disaster recovery plans. 4 Senior Management has committed to provide adequate resources to ensure success. 2 Senior Management clearly understand Mobile Marketing and how it can benefit the business. 4 Alignment with Business Goals & Objectives Description of Best Practices Score Notes/Comments We already have a strong integrated marketing strategy in place. 4 Mobile Marketing is the right medium for our consumers. 3 Mobile Marketing is the right medium for us to pursue our objectives as a company. 4 Our customers mobile habits align with our Mobile Marketing objectives. 2 Mobile Marketing will compliment our current marketing initiatives. 4 Achieving success with Mobile Marketing will help to achieve future enterprise goals. 4 Mobile Marketing Knowledge, Trends & Regulations Description of Best Practices Score Notes/Comments We, as a company, know/understand the presence/significance of mobile marketing in our industry. 2 We, as a company, understand the possible growth statistics with mobile web and mobile marketing. 2
  5. 5. We, as a company, understand the possible growth statistics with mobile web and mobile marketing. 2We have a privacy policy in place. 3There are clear "Terms & Conditions" in place for each of our Mobile Marketing initiatives. 4We are aware of the "Marketing Management Associations Code of Conduct" to protect our company and our consumers. 4Our competitors are trending toward using Mobile Marketing as part of their marketing initiatives. 2PlanningDescription of Best Practices Score Notes/CommentsWe have created an accurate plan for Mobile Marketing that fits into our current marketing strategy. 1The messages we will be sending to our customers are relevant and targeted. 3We have prepared an opt-in procedure and an opt-in list in order to obtain subscribers and to avoid delivering SPAM to customersfor our Mobile Marketing campaign. 5Our company has a plan to handle user information responsibly, sensitively and securely. 4We have developed a plan/initiative to track ROI from our mobile Marketing campaign. 1Staff, Systems & TrainingDescription of Best Practices Score Notes/CommentsBudget & resources have been put aside for end-user training & support on Mobile Marketing. 1There is enough time allotted for all groups to be trained well in advance of the planned roll out of our Mobile Marketing campaign. 2There is staff in place to provide training, support, and system administration in the area of Mobile Marketing. 1Job descriptions for Mobile Marketing staff have been created and the positions have been filled. 3The technology required for Mobile Marketing has been evaluated and is available. 1
  6. 6. Mobile Marketing Assessment Criteria Readiness Mobile Marketing Readiness Maturity Index SeniorSenior Management Commitment 2.8 Management Commitment 5.0 4.0Alignment with Business Goals & Objectives 3.5 3.0 2.0 Alignment with Staff, Systems & Business Goals &Mobile Marketing Knowledge, Trends & Regulations 2.8 Training 1.0 Objectives 0.0Planning 2.8Staff, Systems & Training 1.6 Mobile Marketing Knowledge, Planning Trends & RegulationsWeighted Readiness Score (out of 100) 55 5 27

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