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The ROI of Mobile Marketing 101

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PS&L's VP of Interactive Services, Bill Hurlburt's presentation at eduWeb 2013

PS&L's VP of Interactive Services, Bill Hurlburt's presentation at eduWeb 2013

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  • 1. eduWeb eduWeb The ROI of Mobile Marketing 101 Bill Hurlburt Vice President of Interactive Services Paskill Stapleton & Lord 1
  • 2. eduWeb 2
  • 3. eduWeb ROI 3
  • 4. eduWeb RESPONSE RATES 1980 1990 2000 2010 DIRECT MAIL AND PRINT ADVERTISING 4
  • 5. eduWeb Fragmentation 5
  • 6. eduWeb BIGPROBLEM 6
  • 7. eduWeb 7
  • 8. eduWeb 0 20 40 60 80 73 57 48 27 43 52 2007 2011 2015 DESKTOP MOBILE Use of Mobile & Desktop Web Mobile web growth overtakes desktop web use in 2014. 8
  • 9. eduWeb Staying Ahead of the Curve 9
  • 10. eduWeb • Current Students • Faculty / Staff • Alumni • Community & Friends • Parents • Prospective Students • Traditional • Adult/Continuing Education User Types 10
  • 11. eduWeb • Current Students • Faculty / Staff • Alumni • Community & Friends • Parents • Prospective Students • Traditional • Adult/Continuing Education User Types 11
  • 12. eduWeb User Behavior 12
  • 13. eduWeb ‣ 81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone ‣ 72% use their smartphones while consuming other media, with a third while watching TV ‣ 93% of smartphone owners use their smartphones while at home 13
  • 14. Repetitive Now Bored Now Urgent Now 14
  • 15. eduWeb Repetitive Now These people track time-sensitive information on an ongoing basis. 15
  • 16. eduWeb Bored Now These people seek distraction or entertainment while waiting in line or on public transit, for example. 16
  • 17. eduWeb Urgent Now These people need location-sensitive information about a specific situation. 17
  • 18. eduWeb Repetitive Now Urgent Now 18
  • 19. eduWeb User Expectations? 19
  • 20. eduWeb 20
  • 21. eduWeb 21
  • 22. eduWeb ‣ Concise Content ‣ Logical Navigation ‣ Deeper Drill-down 22
  • 23. eduWeb Less is More 23
  • 24. eduWeb 24
  • 25. eduWeb 25
  • 26. eduWeb It’s 2013 People! 26
  • 27. eduWeb 27
  • 28. eduWeb Prioritize + Simplify 28
  • 29. eduWeb How Users Search 29
  • 30. eduWeb Adult vs. Traditional 30
  • 31. eduWeb • Emotional Connection • Programs • Feel • Students • Cost Traditional Undergraduate Adults • Programs • Fit • Costs • Convenience • Flexibly 31
  • 32. eduWeb 32
  • 33. eduWeb Mobile Marketing Strategy 33
  • 34. eduWeb Mobile marketing yields 32%higher return than traditional mobile marketing association 34
  • 35. eduWeb 35
  • 36. eduWeb SMS 36
  • 37. eduWeb Geo Targeting & Location Based Ads 37
  • 38. eduWeb Mobile Display 38
  • 39. eduWeb Mobile Apps & Sponsored Ads Facebook 39
  • 40. eduWeb Mobile Apps & Sponsored Ads Twitter 40
  • 41. eduWeb Mobile Apps & Sponsored Ads Pandora 41
  • 42. eduWeb About half of all U.S. mobile ad spending goes toward search ads. Google takes a 95% share of all mobile-search revenue in the U.S. estimates eMarketer 42
  • 43. eduWeb Mobile Search Click to Call 43
  • 44. eduWeb Mobile Search Text Ads 44
  • 45. eduWeb Mobile Search Click to Download 45
  • 46. eduWeb Mobile Search Site Links 46
  • 47. eduWeb What not to do... 47
  • 48. eduWeb Rethinking Brand Engagement 48
  • 49. eduWeb 49
  • 50. eduWeb 50
  • 51. eduWeb 51
  • 52. eduWeb 52
  • 53. eduWeb Utility Marketing Interrupt at the point of need Become a part of the user’s life 53
  • 54. eduWeb 54
  • 55. eduWeb 55
  • 56. eduWeb 56
  • 57. eduWeb A Slow Road 57
  • 58. eduWeb Everything is Measurable 58
  • 59. eduWeb •Is there adequate return on investment for mobile marketing programs? •Which tactics are reaping the highest returns? Managing ROI 59
  • 60. eduWeb Quantifiable: mobile marketing provides measurable increases in revenue and purchase frequency. User Engagement: enables us to monitor and track engagements and refine it as needed. Immediacy/Real-Time: the ubiquity of mobile leads to more timely offers and better results. Personalized: enables more targeted, relevant programs driving higher response rates. 60
  • 61. eduWeb 61
  • 62. eduWeb Thank You. Bill Hurlburt Vice President of Interactive Services Paskill Stapleton & Lord 62

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