What comes first? Proving the return on investment of your mobile marketing or hiring more mobile marketing staff?
Unfortunately, it’s hard to say. According to the results of a study commissioned by Aquent with Forrester Research, demonstrating the ROI of mobile marketing is the top concern of marketers planning to grow marketing programs. However, the marketers surveyed also indicated that they struggle with accurately staffing for mobile campaigns, with 68 percent of respondents indicating that they have to prove mobile marketing’s positive ROI before they can hire more mobile marketing staff. It’s a “chicken or the egg” scenario that may sound (painfully) familiar to you.
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There’s no denying that the consumer adoption of mobile devices is rapidly increasing and marketers have to act fast to address this new channel. Because 70 percent of the survey respondents indicated that they have had a mobile marketing strategy in place for two years or less, we expect to see more organizations bring on mobile marketing contractors to fill critical skills gaps on their team.
The survey results were discussed in detail during a webcast presented by Forrester Analyst Melissa Parish on Feb. 21, 2013. The full study results can be downloaded here.
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