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 To obtain this document, visit us at http://www.demandmetric.com/register

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