Aquent 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.
Forrester’s study yielded three key findings:
- There is no clear, established organizational model or set of responsibilities for mobile employees
- Demonstrating the ROI of mobile is the biggest challenge facing companies who want to hire in-house mobile resources
- The vast majority of marketers rely on multiple agencies for mobile, but those relationships aren’t being managed as efficiently as they could be