Aquent/AMA Webcast: Planning for Mobile Marketing Success Through Smart Staffing
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Transcript of Aquent/AMA Webcast: Planning for Mobile Marketing Success Through Smart Staffing
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Planning for Mobile Marketing Success Through Smart Staffing
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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Presenter:Melissa Parrish, Senior Analyst, Forrester Research, Inc. Moderator:Anthony Salas, American Marketing Association
Sponsored 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
AMA WebcastPlanning for Mobile Marketing Success Through Smart Staffing
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Housekeeping Items
Recording
You will be provided with a recording of today’s presentation after today’s live presentation.
Please reference #AMAAquent, when tweeting about this webcast.
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Webcast Speaker
Melissa Parrish, Senior Analyst,
Forrester Research, Inc.
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Making Leaders Successful Every Day
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Planning for Mobile Marketing Success through Smart StaffingMelissa Parrish, Senior Analyst
@MelissaRParrish
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How thinking long-term sets you up for mobile marketing growth
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Project background
Project: 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 programs
Methodology: In-depth surveys with marketing and IT professionals who are responsible for influencing hiring decisions for mobile marketing
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Agenda
Mobile marketing investment vs. consumer adoption
Barriers to mobile marketing growth
Hiring for now and later
Recommendations
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Agenda
Mobile marketing investment vs. consumer adoption
Barriers to mobile marketing growth
Hiring for now and later
Recommendations
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Consumers’ mobile behaviors are increasingly sophisticated
US online adults
48%
38%
15%
16%
25%
7%
SuperConnecteds
• Access mobile internet at least weekly or do multiple activities at least monthly.
Entertainers
• Listen to music, watch video, or play games at least weekly.
Connectors
• Use of mobile phone for work
• Also use advanced services at least monthly.
Communicators
• Communicate at least weekly using SMS. May use MMS, IM, or personal email at least monthly
Talkers
• Use mobile phones primary to talk. May occasionally use SMS
Inactives
• Does not own a mobile phone
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© 2012 Forrester Research, Inc. Reproduction Prohibited
But company investment is evolving more slowly
Source: A commissioned study conducted by Forrester Consulting on behalf of Aquent, September 2012
1%
1%
3%
35%
45%
15%
I don't know
Decrease significantly
Decrease slightly
Stay the same
Increase slightly
Increase significantly
“How do you expect that the mobile marketing budget will change from 2012 to 2013? It will:”
Base: 155 US online employees who make or influence mobile marketing strategy and hiring decisions
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© 2012 Forrester Research, Inc. Reproduction Prohibited
More budget means more peopleBut there’s no one way to staff for mobile today
5%
30%
7%
10%
6%
6%
7%
7%
6%
3%
3%
4%
7%
1%
10%
5%
15%
8%
6%
12%
10%
8%
8%
2%
6%
10%
1%
26%
6%
7%
9%
4%
8%
15%
3%
4%
5%
5%
8%
I don't know
None
1
2
3
4
5
6 to 10
11 to 15
16 to 20
21 to 25
26 to 99
100 or more
Full-time employees who are 100%dedicated to mobile marketing (mobile-dedicated FTEs)
Full-time employees who are focused onmobile as one of many responsibilities(mobile supporting FTEs)
Contract or freelance employees hiredspecifically for mobile marketing (Mobilecontract employees)
“How many of the following types of staff have been employed at your organization in the past six months?”
Source: A commissioned study conducted by Forrester Consulting on behalf of Aquent, September 2012
Base: 155 US online employees who make or influence mobile marketing strategy and hiring decisions
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© 2012 Forrester Research, Inc. Reproduction Prohibited
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
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Many marketers turn to agencies to help them over the learning curve
Source: A commissioned study conducted by Forrester Consulting on behalf of Aquent, September 2012
Base: 155 US online employees who make or influence mobile marketing strategy and hiring decisions
20%
31%
32%
45%
53%
63%
13%
23%
21%
29%
15%
7%
60%
45%
45%
25%
31%
25%
7%
1%
1%
1%
1%
5%
Other
Technology/development specialist agency
Media planning/buying agency
Mobile marketing specialist agency
Full service interactive agency
Traditional brand agency
Currently using Plan to use in the next 6 months No plans to use Stopped using in the past 6 months
“Which of the following types of external agency/agencies are you currently using, or plan to use, for your mobile marketing initiatives?”
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
Mobile marketing investment vs. consumer adoption
Barriers to mobile marketing growth
Hiring for now and later
Recommendations
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1. Demonstrating ROI
42% say measurement is their #1 problem. 68% must prove mobile’s positive ROI to hire more staff.
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2. Finding and understanding the audience
34% of respondents say finding the right audience is one of their biggest problems
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3. Integrating mobile
26% say integrating mobile with other programs is a major roadblock. 55% of companies with a mobile FTE say integration is a key responsibility, but…
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4. Early-stage mobile marketers staff to address other issues
85% of early-stage mobile marketers do not have a fully-dedicated mobile FTE. 52% are responsible for technical implementation; 37% for strategy.
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© 2012 Forrester Research, Inc. Reproduction Prohibited
So how do early-stage mobile marketers support their programs?
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© 2012 Forrester Research, Inc. Reproduction Prohibited
98% use agencies
• 59% use their agencies for audience research; 39% for data collection and analysis
Mobile-supporting
FTE’s manage the agencies
• 44% rely on employees with many non-mobile responsibilities to manage mobile agencies
As a result, marketers can’t
grow their programs
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
Mobile marketing investment vs. consumer adoption
Barriers to mobile marketing growth
Hiring for now and later
Recommendations
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© 2012 Forrester Research, Inc. Reproduction Prohibited
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
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© 2012 Forrester Research, Inc. Reproduction Prohibited
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
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© 2012 Forrester Research, Inc. Reproduction Prohibited
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
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
Mobile marketing investment vs. consumer adoption
Barriers to mobile marketing growth
Hiring for now and later
Recommendations
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Discover the uniqueness of mobile
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
For long-term mobile marketing success, remember that:
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Thank You for your Participation!
Additional questions? General AMA Questions can be sent to: [email protected]
Recording and slides
You will be provided with a recording of today’s presentation.
Please reference #AMAAquent, when tweeting about this webcast.
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