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MOBILE MARKETING FOR
MILLENNIALS
Dana Simmons
E-Marketing and Outreach Director
Westminster College
22
--Jamie Turner, Go Mobile
“Mobile marketing isn’t just
about evolutionary new
technology; it’s a
revolutionary technology.”
33
MOBILE MARKETING
• Quick-Response Codes
• Location-based Marketing
• SMS/MMS Texting
• Mobile Social Marketing
• Mobile Paid Search
• Mobile Website
• Applications
• Gaming
[http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies]
234 million Americans
age 13 and older use
mobile devices
91% of mobile phone
users have their phones
within arms reach 24/7
Go Mobile, Jeanne Hopkins and Jamie Turner, 2012
SURVEY
Do you sleep with your cell phone next to you?
684210 YES
684211 NO
684212 Sometimes
Text to 37607
Mobile Marketing for Millennials
• 75% Sending text messages
• 50% Downloading apps
• 63% Checking the weather
• 33% Gaming
• 36% Accessing social networks
What are we doing
on our phones?
[http://www.webpronews.com/comscore-may-2012-report-on-mobile-market-share-2012-07]
9[http://pewinternet.org/Reports/2012/Cell-Internet-Use-2012.aspx]
90% Smartphone owners say that they use
their phone to go online or check email.
The percentage of American
adults who say they have
texted while driving.
27%
The percentage of 16 and 17
year olds who say they have
texted while driving.
26%
[http://pewinternet.org]
U.S. adults spend 10.1% of their
total media consumption time with
mobile, but only .9% of total ad
spend is dedicated to mobile.
GoMobile, Jeanne Hopkins & Jamie Turner
[http://pewinternet.org/]
Teen Data
• 14% of all teens say they talk daily with friends on a
landline, down from 30% from 2009.
• Nearly a third (31%) of teens say they never talk on a
landline with friends (or report that they cannot do so).
• 26% of all teens say they talk daily with friends on their
cell phone, down from 38% from 2009.
• 63% of all teens say they exchange text messages
every day with people in their lives.
Who Is Westminster?
SMS Campaigns
[http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies ]
91% of text messages are
read within 3 minutes
Push to Pull Marketing
with Two-way Messaging
…a conversation
1
Incomplete Application
• 48% Response rate
• 53% Yes or Maybe
Mobile Marketing for Millennials
Mobile Marketing for Millennials
Transfer Incomplete App
• 24.6% Responded Yes or
Maybe
Summer BBQ
• 31 RSVP’d
• 61% Attended
Deposit Campaign
• 24% Response Rate
• 30% Yes or Maybe
• 70% No
• 61% told us where they
were going
Facebook 2016
• 15% New Fans
Transfer Incentive Award
Transfer Incentive Award
• 52 Responses
• 49 Yes or Maybe
• 608 Visitors to Landing Page
• Campus Visit Programs
• High School Visits
• Summer Melt
• Retention
• Fundraising
Other
Campaigns
[http://pewinternet.org/~/media//Files/Reports/2012/Real%20Time%20Charitable%20Giving.pdf]
1 in 10 American adults have
texted a charitable donation
from their phones.
SURVEY
How many of you have clicked on a QR code?
684363 YES
684364 NO
684365 Sometimes
Text to 37607
Mobile Marketing for Millennials
QR Codes
Admissions Materials
Westminster Videos
Postcard about Transfer
Scholarship
Special Landing Page
With more information
Postcard to High School
Seniors
Facebook Page for
Incoming Students
Location-based Marketing
“Claim Your School”
Location-based Marketing
FOURSQUARE
• We have 12 buildings set up as venues.
• 3,726 check ins on campus (all venues)
• 1,486 check ins at flagship building (Converse Hall)
DEMOGRAPHICS
SCVNGR
Recent Noel Levitz E-Expectations
Reports shows 76% of students
surveyed use Facebook via mobile
device.
[ww.noelevitz.com]
http://www.jeffbullas.com/
3[http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies]
There are 5 times as many
cell phones as there are PC’s.
Mobile Search
Mobile search up 400%
[http://pewinternet.org]
91% of adults use search
engines to find information on
the Web, including 59% who
do so on a typical day.
28% of cell owners use
phones to get directions or
recommendations based on
their current location.
[http://pewinternet.org]
52% of students went to a college’s mobile website
Voice Messaging
[http://pewinternet.org/]
Teen Data
• According to the Pew Internet Project’s 2011 Survey
87% of teens 14-17 have a cell phone
• 31% of teens ages 14-17 have a smartphone
• 91% of teen smartphone ownership use social
networking sites
• 49% of teens who with a mobile phone have gone
online in the last 30 days; 92% of teen smartphone
owners have gone online in the 30 days
• Get Creative.
• Know your Audience.
• Plan.
• Measure.
• Resources & Budget.
For a free demo of
Blackboard ConnectTxt
Text DEMO
to 97178

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Mobile Marketing for Millennials

Editor's Notes

  1. Small Private Liberal Arts College500 Freshman200 TransferTotal Undergraduate base of 2500Total Grad enrollment is 800
  2. 55% use cell phone users go online. (24% increase since 2009). 31% of cell internet users say it’s their primary device for browsing.45% of 18-29 year olds use their mobile device to do most of their online browsing