Mobile usage continues to gain momentum with consumers, but for many companies, mobile strategy growth remains stagnant. While marketers across industries understand that they must create campaigns that engage users across all emerging platforms, most have yet to determine how to incorporate mobile into their overarching strategies.

Aquent's recent study, "Planning for Mobile Marketing Success Through Smart Staffing," explores the struggles today's marketers face during the early stages of mobile adoption and development. Commissioned by Forrester Research, Inc., the survey polled 155 senior-level marketing and IT professionals who are influential in the hiring decisions for mobile marketing, to evaluate how they approach mobile budgets and planning, and how companies are adjusting their staffing to support mobile program growth. While marketers indicated a struggle with accurately staffing for mobile campaigns, few organizations have a full-time employee dedicated to driving mobile marketing initiatives. The study revealed three distinct observations:

  1. No clear, established organizational model or set of responsibilities for mobile employees currently exists.
  2. Demonstrating the ROI of mobile in order to make the case for new hires stands as the biggest challenge facing marketers today.
  3. Marketers typically rely on multiple agencies for mobile, yet they neglect to manage these relationships at maximum efficiency.

The following statistics explore what's going on behind the scenes as marketers enter the early stages of mobile adoption and implementation: