Magazine article CRM Magazine

The Four Stages of Mobile Marketing Maturity: Marketers Must Craft Their Campaigns Based on Their Organizations Level of Sophistication

Magazine article CRM Magazine

The Four Stages of Mobile Marketing Maturity: Marketers Must Craft Their Campaigns Based on Their Organizations Level of Sophistication

Article excerpt

While investments in mobile marketing are surging, some marketers are ignoring their company's level of mobile maturity, leading to practices that might not be the most effective for reaching their target audiences.

A recent report from Forrester Research identified four stages of mobile maturity for businesses: Shrink and Squeeze, Mobile-First, CX Transformation, and Business Disruption. Each of these levels "reflect the impact that mobile has across the entire organization," according to Jennifer Wise, senior analyst serving business-to-consumer marketing professionals at Forrester.

Shrink and Squeeze occurs when companies modify existing marketing programs to fit the mobile environment. Marketers should begin with a test-and-learn approach, evaluating isolated mobile tactics through short-term, one-time campaigns. Once they have determined successful strategies, marketers can add a mobile element to their existing digital campaigns.

Wise notes that many marketers are still at the Shrink and Squeeze stage today. Marketers in this stage "create a mobile presence, but there isn't a mobile-specific focus or shift in strategy," she points out.

In the Mobile-First stage, marketers develop strategies that specifically target mobile consumers. This stage also involves capitalizing on the mobile environment's unique qualities to better reach customers and "thinking about who is the mobile-specific consumer, what is their specific need, and then what is the unique opportunity ... to reach them through the mobile device," Wise says.

She also emphasizes that apps and messaging are integral to a successful mobile-first marketing strategy.

The third phase of mobile maturity, CX Transformation, involves two major changes that influence mobile marketing strategies. First, customers undergo a mobile mind shift, becoming accustomed to having their needs addressed almost immediately based on their unique contexts. Second, mobile expertise and mobile business objectives permeate the organization, establishing mobile business as a priority for the enterprise as a whole. According to Wise, CX Transformation goes "beyond just thinking about how you can uniquely reach the mobile audience--this is thinking about how can you actually enhance engagement with the mobile audience in their mobile moments."

The fourth and final stage of mobile maturity is Business Disruption, which involves mobile business transforming the entire enterprise. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.