eduWeb
eduWeb
The ROI of Mobile Marketing 101
Bill Hurlburt
Vice President
of Interactive Services
Paskill Stapleton & Lor...
eduWeb
2
eduWeb
ROI
3
eduWeb
RESPONSE RATES
1980
1990
2000
2010
DIRECT MAIL AND PRINT ADVERTISING
4
eduWeb
Fragmentation
5
eduWeb
BIGPROBLEM
6
eduWeb
7
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 overtak...
eduWeb
Staying Ahead of the Curve
9
eduWeb
• Current Students
• Faculty / Staff
• Alumni
• Community & Friends
• Parents
• Prospective Students
• Traditional
...
eduWeb
• Current Students
• Faculty / Staff
• Alumni
• Community & Friends
• Parents
• Prospective Students
• Traditional
...
eduWeb
User Behavior
12
eduWeb
‣ 81% browse the Internet,
77% search, 68% use an app,
and 48% watch videos on
their smartphone
‣ 72% use their sma...
Repetitive Now
Bored Now
Urgent Now
14
eduWeb
Repetitive Now
These people track time-sensitive
information on an ongoing basis.
15
eduWeb
Bored Now
These people seek distraction or
entertainment while waiting in line
or on public transit, for example.
16
eduWeb
Urgent Now
These people need location-sensitive
information about a specific situation.
17
eduWeb
Repetitive
Now
Urgent
Now
18
eduWeb
User
Expectations?
19
eduWeb
20
eduWeb
21
eduWeb
‣ Concise Content
‣ Logical Navigation
‣ Deeper Drill-down
22
eduWeb
Less is More
23
eduWeb
24
eduWeb
25
eduWeb
It’s 2013 People!
26
eduWeb
27
eduWeb
Prioritize + Simplify
28
eduWeb
How Users Search
29
eduWeb
Adult vs. Traditional
30
eduWeb
• Emotional Connection
• Programs
• Feel
• Students
• Cost
Traditional
Undergraduate
Adults
• Programs
• Fit
• Cost...
eduWeb
32
eduWeb
Mobile
Marketing
Strategy
33
eduWeb
Mobile marketing yields 32%higher return than traditional
mobile marketing association
34
eduWeb
35
eduWeb
SMS
36
eduWeb
Geo Targeting &
Location Based Ads
37
eduWeb
Mobile
Display
38
eduWeb
Mobile Apps &
Sponsored Ads
Facebook
39
eduWeb
Mobile Apps &
Sponsored Ads
Twitter
40
eduWeb
Mobile Apps &
Sponsored Ads
Pandora
41
eduWeb
About half of all U.S.
mobile ad spending goes
toward search ads.
Google takes a 95% share
of all mobile-search
rev...
eduWeb
Mobile
Search
Click to Call
43
eduWeb
Mobile
Search
Text Ads
44
eduWeb
Mobile
Search
Click to
Download
45
eduWeb
Mobile
Search
Site Links
46
eduWeb
What not to do...
47
eduWeb
Rethinking Brand
Engagement
48
eduWeb
49
eduWeb
50
eduWeb
51
eduWeb
52
eduWeb
Utility Marketing
Interrupt at the point of need
Become a part of the user’s life
53
eduWeb
54
eduWeb
55
eduWeb
56
eduWeb
A Slow Road
57
eduWeb
Everything is Measurable
58
eduWeb
•Is there adequate
return on investment
for mobile marketing
programs?
•Which tactics are
reaping the highest
retur...
eduWeb
Quantifiable: mobile marketing provides
measurable increases in revenue and
purchase frequency.
User Engagement: en...
eduWeb
61
eduWeb
Thank You.
Bill Hurlburt
Vice President
of Interactive Services
Paskill Stapleton & Lord
62
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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

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The ROI of Mobile Marketing 101

  1. 1. eduWeb eduWeb The ROI of Mobile Marketing 101 Bill Hurlburt Vice President of Interactive Services Paskill Stapleton & Lord 1
  2. 2. eduWeb 2
  3. 3. eduWeb ROI 3
  4. 4. eduWeb RESPONSE RATES 1980 1990 2000 2010 DIRECT MAIL AND PRINT ADVERTISING 4
  5. 5. eduWeb Fragmentation 5
  6. 6. eduWeb BIGPROBLEM 6
  7. 7. eduWeb 7
  8. 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. 9. eduWeb Staying Ahead of the Curve 9
  10. 10. eduWeb • Current Students • Faculty / Staff • Alumni • Community & Friends • Parents • Prospective Students • Traditional • Adult/Continuing Education User Types 10
  11. 11. eduWeb • Current Students • Faculty / Staff • Alumni • Community & Friends • Parents • Prospective Students • Traditional • Adult/Continuing Education User Types 11
  12. 12. eduWeb User Behavior 12
  13. 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. 14. Repetitive Now Bored Now Urgent Now 14
  15. 15. eduWeb Repetitive Now These people track time-sensitive information on an ongoing basis. 15
  16. 16. eduWeb Bored Now These people seek distraction or entertainment while waiting in line or on public transit, for example. 16
  17. 17. eduWeb Urgent Now These people need location-sensitive information about a specific situation. 17
  18. 18. eduWeb Repetitive Now Urgent Now 18
  19. 19. eduWeb User Expectations? 19
  20. 20. eduWeb 20
  21. 21. eduWeb 21
  22. 22. eduWeb ‣ Concise Content ‣ Logical Navigation ‣ Deeper Drill-down 22
  23. 23. eduWeb Less is More 23
  24. 24. eduWeb 24
  25. 25. eduWeb 25
  26. 26. eduWeb It’s 2013 People! 26
  27. 27. eduWeb 27
  28. 28. eduWeb Prioritize + Simplify 28
  29. 29. eduWeb How Users Search 29
  30. 30. eduWeb Adult vs. Traditional 30
  31. 31. eduWeb • Emotional Connection • Programs • Feel • Students • Cost Traditional Undergraduate Adults • Programs • Fit • Costs • Convenience • Flexibly 31
  32. 32. eduWeb 32
  33. 33. eduWeb Mobile Marketing Strategy 33
  34. 34. eduWeb Mobile marketing yields 32%higher return than traditional mobile marketing association 34
  35. 35. eduWeb 35
  36. 36. eduWeb SMS 36
  37. 37. eduWeb Geo Targeting & Location Based Ads 37
  38. 38. eduWeb Mobile Display 38
  39. 39. eduWeb Mobile Apps & Sponsored Ads Facebook 39
  40. 40. eduWeb Mobile Apps & Sponsored Ads Twitter 40
  41. 41. eduWeb Mobile Apps & Sponsored Ads Pandora 41
  42. 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. 43. eduWeb Mobile Search Click to Call 43
  44. 44. eduWeb Mobile Search Text Ads 44
  45. 45. eduWeb Mobile Search Click to Download 45
  46. 46. eduWeb Mobile Search Site Links 46
  47. 47. eduWeb What not to do... 47
  48. 48. eduWeb Rethinking Brand Engagement 48
  49. 49. eduWeb 49
  50. 50. eduWeb 50
  51. 51. eduWeb 51
  52. 52. eduWeb 52
  53. 53. eduWeb Utility Marketing Interrupt at the point of need Become a part of the user’s life 53
  54. 54. eduWeb 54
  55. 55. eduWeb 55
  56. 56. eduWeb 56
  57. 57. eduWeb A Slow Road 57
  58. 58. eduWeb Everything is Measurable 58
  59. 59. eduWeb •Is there adequate return on investment for mobile marketing programs? •Which tactics are reaping the highest returns? Managing ROI 59
  60. 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. 61. eduWeb 61
  62. 62. eduWeb Thank You. Bill Hurlburt Vice President of Interactive Services Paskill Stapleton & Lord 62
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