The document outlines a Mobile Marketing Maturity Model, detailing four stages: undefined, progressive, mature, and world-class. It describes the evolution from ad hoc app development to a defined, integrated strategy that aligns with enterprise goals, incorporates advanced analytics, and supports customer engagement. Each stage highlights the changes in technology use, budget allocations, and management policies related to mobile marketing.

1. Orientation
STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
Development
Focus
No defined strategy or process for
Mobile Marketing
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 devel-
opment integration
End-to-end platform development,
deployment & engagement; Applica-
tion Generator for write once deploy
everywhere
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”
Technology &
Interoperability
Uses MBaaS for shared infrastruc-
ture for app execution; Mobile opti-
mized APIs for public and Enterprise
connectors
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
Mobile
Marketing
MOBILE MARKETING
Maturity Model

2. Customer
Engagement
Budget &
Staff
Management &
Policy
Metrics
No budget exists; Spending & staffing
is ad hoc
Facilitates content creation, delivery
and engagement with mobile
website editors, support for QR
codes and NFC tags
No formal management or policy for
mobile app deployment
No formal measurements in place
Has department device manage-
ment & app lifecycle management
plans in place
Analytics to monitor & track app perfor-
mance, such as QR codes, SMS & web
traffic by device and mobile ads
Has Enterprise device management &
app lifecycle management policies &
policy admin function in place
Dashboard monitors app performance,
device usage and location; User
engagement by content asset
Has robust app & device management
support that includes Enterprise mobile
policy and BYOD security
Enterprise-wide dashboard with
visual representation of user acqui-
sition & engagement by behavior,
experience, etc.
Budget allocated; Defined roles &
responsibilities for Mobile Marketing
Customer engagement via mobile
payments, content & subscription
management and multi-channel
messaging
Budget with business case to justify
spend; Dedicated internal point person for
Mobile Marketing
Full-function mobile content engagement
& monetization; Includes app customiza-
tion, asset management, localization, etc.
Budget connected to marketing goals;
Organization aligned for maximum
impact in Mobile Marketing
Comprehensive content engagement
& monetization; Metrics for mobile
personas & usage patterns; Multi-de-
vice webs
STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class
Mobile
Marketing
MOBILE MARKETING
Maturity Model