In this issue:
- In Our Opinion: MMA Needs to Create a Mobile Talent Task Force
- Career Opportunities:
- Head of Marketing – AMEA
- Global Marketing Technology Strategist
- Global Head of Digital Marketing
- Global Head of Branding & Communications
- Managing Director, Social Media
- Blog Roundup:
- Blog – Mobile Marketing Talent Gap is Growing
In Our Opinion by Jeff Gundersen & Lola White
MMA Needs to Create a Mobile Talent Task Force
Introduction
Executive Connections LLC became a member of The Mobile Marketing Association (“MMA) in 2013 since we are concerned about a widening “talent gap” in marketers hiring and developing the full-time marketing and m-commerce resources to keep up with consumers rapid adoption of mobile technologies. We are utilizing this month’s column to publish our views on the need for MMA to launch a Mobile Talent Task Force. As interested members of MMA, EC has offered to play a leadership role in organizing and developing this important MMA task force.
Background
Marketers know that consumers’ attention is increasingly being drawn to their mobile devices (smartphones, tablets, etc.), but most marketers are still in the early stages of mobile marketing strategy development — and as a result, they are falling behind in evolving beyond basic mobile marketing campaigns to building the dedicated mobile marketing organizations and recruiting/developing the mobile talent required for sustained future mobile marketing and m-commerce growth and success.
The Mobile Marketing Association (“MMA”) needs to create a Mobile Talent Task Force to further the conversation (including all constituencies – marketers, media companies, agencies, mobile technology providers, non-profits, educators) regarding the current and future mobile talent needs (and gaps) and to develop future industry standards and “best practices” related to education, hiring, training and development, and recognition of the mobile marketing and m-commerce talent needed for enterprises to sustain success in this new, connected mobile marketing age.
Current Industry Landscape – Mobile Talent Needs Gap Is Widening
- Consumer mobile adoption is outpacing mobile marketing talent investments.
- Consumers are rapidly flocking to sophisticated mobile devices and behaviors.
- Marketers are slowly evolving to support wider mobile programs, however, the vast majority (80%+) do not yet have a mobile marketing strategy so efforts are predominantly standalone.
- Companies are using a variety of talent resourcing approaches (contractors, freelance, agencies) as most are in the first 1-2 years of developing mobile marketing strategies and programs.
- Demonstrating the ROI of mobile marketing is the biggest challenge facing companies who want to hire, acquire, and build full-time in-house mobile resources.
- The majority of companies are working with their traditional brand and digital agencies to help them integrate mobile into their overall marketing campaigns/plans.
- There are no clear organizational models or set of responsibilities yet established for mobile marketing employees further compounding the mobile talent acquisition and development processes.
Proposed Mission Statement – MMA Talent Task Force
The MMA North America Mobile Talent Task Force mission will be to support all MMA constituencies in proving the ROI of mobile marketing to enable acceleration of the hiring/building of permanent mobile marketing and m-commerce infrastructures and the talent pipeline needed to assure sustained member growth and success. MMA will also share mobile talent acquisition, development, compensation, and organizational “best practices,” across all industry sectors and categories of constituents, enabling mobile marketers, agencies, media partners, and technology providers to identify, hire or acquire, and develop the talent pipeline needed to support both immediate and long-term mobile marketing needs.
MMA Talent Task Force – Goals and Objectives
- Assist in surveying and defining current and future mobile marketing and m-commerce organizational models, position/role descriptions, educational/training requirements, undergraduate/graduate curriculums, and other mobile talent-related requirements, and share these findings in MMA publications, white papers, and conferences.
- Assist all MMA constituencies in building the ROI case for creating a mobile marketing strategy and hiring the full-time in-house mobile resources (in both the Marketing and IT areas) required to support the immediate and long-term mobile marketing and m-commerce needs.
- Promote mobile marketing hiring and training/development “best practices” among marketers, media companies, agencies, technology enablers, and other MMA constituencies. Develop job board and resource center on MMA website for temporary and permanent mobile marketing positions.
- Assess mobile marketing education, training and certification standards and guidelines.
- Collaborate with universities, other educational providers, and non-profit organizations (i.e., Marketing EDGE), to develop, distribute, and promote the mobile marketing educational curriculum and certifications required to educate the next generation of mobile marketing talent needed for sustained growth.
- Promote mobile talent acquisition, and education/training as a powerful new mobile marketing resource strategy across all constituencies.
- Assist in surveying and reporting “best practices” in compensation and benefits policies and practices across various constituencies.
- Promote and recognize “Rising Stars” in the mobile marketing and m-commerce sector in conjunction with MMA awards, conferences, and events.
Participants
MMA Talent Task Force to recruit leading companies in every sector including:
- Marketers:
- Media Companies:
- Agencies:
- Technology Enablers:
- Executive Search/Talent Acquisition: Executive Connections LLC
- Colleges, Universities, Non-profits, Education Providers: Marketing EDGE
Next Steps
- EC has a call scheduled with Greg Stuart, CEO of MMA to discuss the need for this task force
- Recruit Initial Task Force Participants – March – June 2014
- Hold MMA Talent Task Force session at upcoming MMA conference – May 2014
As always, we invite your views and comments. Please let us know how your company is doing in scaling mobile resources and your view/interest in joining this proposed MMA Mobile Talent Task Force.
Lola and Jeff
Event Highlight
Please join us at this year’s 2014 Rising Stars Awards Dinner sponsored by MarketingEDGE to be held on Tuesday, June 3, 2014 at 583 Park Avenue, New York City. As a Board Trustee member of MarketingEDGE, Jeff Gundersen will be attending this event.
Career Opportunities
Head of Marketing – AMEA
Global Marketing Technology Strategist
Global Head of Digital Marketing
Global Head of Branding & Communications
Managing Director, Social Media
Blog Roundup: Did you catch our recent posts on our blog?
BLOG: Mobile Marketing Talent Gap is Growing
Overview
Organizations (marketers, media companies, agencies, and marketing technology providers) know that consumers’ attention is increasingly being drawn to their mobile devices (smartphones, tablets, etc.), but most companies are still in the early stages of mobile marketing strategy development — and they face an uphill climb to evolve beyond basic mobile marketing campaigns to building the dedicated mobile marketing organizations and recruiting/developing the talent required for sustained future mobile marketing growth and success.
Central Issues – Mobile Adoption Outpacing Talent Acquisition
Consumer mobile adoption is outpacing mobile marketing talent investment. The central issue facing marketers is the rapid pace of consumer mobile adoption which is outpacing mobile marketing talent investment, as marketers are still at an early stage in proving ROI of mobile marketing investments. Only 16% of marketers out of 250 global marketers surveyed have developed a mobile strategy, according to a 2013 report from the CMO Council. 46% of marketers surveyed in the CMO Council study said they are either evaluating or reviewing the role of mobile in their organizations.
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