MOBILE MARKETING FOR HIGHER EDUCATION
Seven tips and strategies for student recruitment success
Presentation Overview
• Mobile Marketing 101
• Tips and Strategies
• CUnet Mobile Marketing Solutions
Mobile Marketing 101




3
What is Mobile Marketing?


    “A set of practices that enables organizations to
    communicate and engage with their au...
Some Terms & Definitions

    • What is SMS? (Short Message Service)
    • What is MMS? (Multimedia Message Service)
    •...
Some Popular Forms of Mobile Marketing




      WAP/ Mobile Page                                    Mobile Application
  ...
Other Ways to Access Mobile Marketing




       Wireless Gaming                                         Tablets and eBook...
Why Mobile Marketing?

    •   MEASURABLE—Every detail of a mobile campaign can be captured and reported,
        providin...
More Targeting and Tracking Capabilities
    •   Target based on:
         – Carrier
         – Device
         – Location...
Strategies




10
1. Understand the Current
   Mobile Market
U.S. Mobile Market Opportunity
             US Mobile Subscribers/Users (in millions)

                                   ...
Mobile Internet Usage is Growing Fast

                                                   Online Audience
                ...
Smart vs. Feature Phones Market Share - Q2 2010
     Feature Phone vs Smart Phones                           iPhone Share ...
2. Understand Your Mobile Audience
Reaching the Mobile User


                  Use Apps        Browse Internet
                  Display on       Display on...
Mobile Demographic Trends - % of All Mobile Subscribers

                                                                 ...
Mobile Demographic Trends
     •   72% of those between 25-49 use text messaging, and 53% of texters are 35
         years...
3. Build Universally Accessible
   Mobile Web Pages
Create an Optimized User Experience

                                                                           CUnet
    ...
4. Leverage SMS Marketing
SMS is Still King
                         70%

 168 million SMS
                                  63.7%
 users in the US—...
Capture Data from Traditional Media via SMS

                                          DELIVERY         Direct Response T...
Increase Contact Rates, Touch Points, and Retention through SMS


                                     •   Engage students...
5. Utilize Click-to-Call on Mobile
   Phones
Click-to-Call Campaign



                               CUnet Call
                              Filtering “IVR
         ...
Mobile Click2Call Data Analysis – CUnet Internal – Q3, 2010

        700
        600
        500
        400
Calls




   ...
6. Use Clear Visuals and
   Messaging
Effective Mobile Campaign Guidelines

     • Clear visuals

     • Clear call-to-action with high sense of urgency

     •...
Sample Creatives




30
7. Take Advantage of Mobile
   Paid Search
Google Index of Mobile EDU Queries 12-31-07 to 12-31-09




                                                           Sou...
Google Mobile Paid Search Campaign


     • Google now allows you to add a 1-800 number
     directly on mobile text ads e...
Overview:
Seven Tips and Strategies for Student Recruitment Success
1.   Understand the Current Mobile Market
2.   Underst...
CUNet’s Mobile Marketing Solutions for Student Recruitment


     Click to Call   Mobile Short Form         SMS Solutions ...
CUnet Solutions
•   Mobile Short Form Lead Generation
•   Performance Based Mobile Click-to-Call
•   SMS Lead Capture for ...
Contact:
Akeel Haider
Mobile Media Strategist

E-Mail:      akeel.haider@cunet.com
Phone:       201.477.7688

For more inf...
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7 Tips for Mobile Lead Generation - Oct. 2010

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CUnet Mobile Marketing Strategist Akeel Haider updates his previous mobile presentation to reflect the changes in the dynamic mobile lead generation space.

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7 Tips for Mobile Lead Generation - Oct. 2010

  1. 1. MOBILE MARKETING FOR HIGHER EDUCATION Seven tips and strategies for student recruitment success
  2. 2. Presentation Overview • Mobile Marketing 101 • Tips and Strategies • CUnet Mobile Marketing Solutions
  3. 3. Mobile Marketing 101 3
  4. 4. What is Mobile Marketing? “A set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or wireless network.” - Mobile Marketing Association 4
  5. 5. Some Terms & Definitions • What is SMS? (Short Message Service) • What is MMS? (Multimedia Message Service) • What is a Common Short Code (CSC)? (5-6 Digit Number) • What is WAP? (XHTML & Wireless Access Protocol) • More Recourses @ 5
  6. 6. Some Popular Forms of Mobile Marketing WAP/ Mobile Page Mobile Application SMS / Text Mobile Ad Display Messaging 6
  7. 7. Other Ways to Access Mobile Marketing Wireless Gaming Tablets and eBook GPS/Bluetooth 2D Bar Codes / QR Readers App Stores, Wireless Gaming, eBook Readers, Tablets, 2D Bar Codes, GPS, Bluetooth, etc 7
  8. 8. Why Mobile Marketing? • MEASURABLE—Every detail of a mobile campaign can be captured and reported, providing accurate data for ROI metrics • CROSS-CHANNEL—Ability to transform traditional media into interactive, measurable real- time media through SMS • UNSATURATED MARKET—Still an emerging market in the EDU space • FAST GROWING—The mobile internet audience accounts for one third of the total online audience today and is growing fast, nearly 200% growth since January 2008, that is 70M as of Q1 2010 8
  9. 9. More Targeting and Tracking Capabilities • Target based on: – Carrier – Device – Location – Demographics – Channel – Publisher – Time of day • Track every aspect of performance with a combination of: – Text message delivery and response rates – Conversion pixels – Hosted landing pages – Unique URLs 9
  10. 10. Strategies 10
  11. 11. 1. Understand the Current Mobile Market
  12. 12. U.S. Mobile Market Opportunity US Mobile Subscribers/Users (in millions) UNIQUE USERS Q1 2010 280M Mobile Subscribers Text 168M (60%) Messaging 86M (31%) MMS Mobile 70M (25%) Internet 50M (18%) Audio 33M (12%) Apps 33M (12%) Games 20M (7%) Mobile Video Source: Nielsen Source: Frost & Sullivan 12
  13. 13. Mobile Internet Usage is Growing Fast Online Audience 185M • Monthly mobile internet visits in January 2009: 63.18 million Mobile Web Audience • Mobile internet usage accounts for 64 M 20% of all internet consumption today Q3 2009 and growing fast Source: Nielsen • Mobile internet usage is expected to equal desktops by 2013 Source: Morgan Stanley Research 13
  14. 14. Smart vs. Feature Phones Market Share - Q2 2010 Feature Phone vs Smart Phones iPhone Share of U.S. Population 5% 23% Smart Phones iPhone non-iPhone Feature Phones 77% 95% Overall Wireless Phones Market Share Smart phones Market share 7% 5% 9% Samsung 12% RIM LG 27% Apple % Motorolla Google RIM % 40% Microsoft Nokia Palm Apple 23% Source: comScore 24% 25% Smart phone sales are predicted to overtake feature phone sales by Q3 of 2011 Source: Neilson 14
  15. 15. 2. Understand Your Mobile Audience
  16. 16. Reaching the Mobile User Use Apps Browse Internet Display on Display on Mobile Downloaded Apps Sites Text Messaging Search Respond,Receive, Respond, receive Look for Search Mobile Answers orParticipate Participate Engine Marketing or Local Info Source: Nielsen 16
  17. 17. Mobile Demographic Trends - % of All Mobile Subscribers Mobile Browser Usage by Gender Mobile Browser Usage by Age Group Female, 44% 13-17, 7% 65+, 30% 18-24, 17% Male, 56% 55-64, 6% Mobile Browser Usage For 45-54, 14% Sports, 32% 25-34, 29% Search, 54% Weather, 36% 35-44, 24% Social Networking, 43% Source: comScore News, 40% 17
  18. 18. Mobile Demographic Trends • 72% of those between 25-49 use text messaging, and 53% of texters are 35 years-old and up. (Scarborough Research) • African Americans are the most active users of mobile web–outpacing the national average by nine percentage points. • 85% of Hispanics have a cell phone and 39% have taken advantage of online access with their handheld. Mobile access often takes the place of broadband at home with 28.2% using their mobile only for data consumptions. As of Dec. 2009, there were 15.2M Hispanic mobile subscribers. • There are 75M US adults on the mobile Internet, more than half of them daily • 55% of mobile internet users are online via their mobile phones at least once a day and 43% are accessing the mobile internet several times a day. 18
  19. 19. 3. Build Universally Accessible Mobile Web Pages
  20. 20. Create an Optimized User Experience CUnet Control Panel Data Lead Scrubbing HTTP POST • The audience lift from adding a mobile website is 15% on average across multiple verticals Source: Nielsen Q1 2009 20
  21. 21. 4. Leverage SMS Marketing
  22. 22. SMS is Still King 70% 168 million SMS 63.7% users in the US— 60% 63.7% higher than the next-ranked 50% service (MMS) 40% by Share (%) of US Mobile Subscribers March 2010 30% 30.1% 28.6% 20% 21.8% 18.7% 10% 13.2% 0% Sent text Used browser Used Played games Accessed social Listened to message to downloaded networking site music on mobile another phone apps or blog phone Unique to mobile is the ability to transform traditional offline media to interactive measurable real-time media Source: comScore 22
  23. 23. Capture Data from Traditional Media via SMS DELIVERY  Direct Response TV, Radio, or Print FORMAT  SMS AUDIENCE  Based on Media Plan TARGETING  Handset TRACKING  Time of Day REPORTING  All SMS interactions TEXT DEGREE TO 28638  Carrier  Demographic  Geography CALL TO Text “Keyword” to “28638” ACTION User Texts the Keyword to the Lead Data [phone/name/other] Short Code Posted to Client SMS HTTP interaction POST capture or EMAIL Mobile Platform Sends Back Pre-Set Reply / Questions 23
  24. 24. Increase Contact Rates, Touch Points, and Retention through SMS • Engage students throughout the enrolment process for updates and reminders • Create complaint SMS lists from all media • Complement your email marketing strategy • Test placing SMS Short Code on all media including web pages and mobile short forms 24
  25. 25. 5. Utilize Click-to-Call on Mobile Phones
  26. 26. Click-to-Call Campaign CUnet Call Filtering “IVR & Duplicate Scrubbing” Call Center or Admission 26
  27. 27. Mobile Click2Call Data Analysis – CUnet Internal – Q3, 2010 700 600 500 400 Calls 300 200 100 0 Calls Over 6 Total Call Volume Under 20 Secs / Call Over 2 Has GED / No GED / Pressed Minutes [High Analyzed Missdial Minutes Pressed 1 2 Quality] % 100% 26% 19% 15% 46% 16% % 100% 26% 19% 15% 46% 16% • C2C Campaign with IVR Qualification Questions  Press 1 if you are Volume 609 161 116 94 280 97 over 18 and have a GED or High School Diploma 27
  28. 28. 6. Use Clear Visuals and Messaging
  29. 29. Effective Mobile Campaign Guidelines • Clear visuals • Clear call-to-action with high sense of urgency • Compatible with handsets that are most common among the target demographic • Relevant and valued by the target audience. 29
  30. 30. Sample Creatives 30
  31. 31. 7. Take Advantage of Mobile Paid Search
  32. 32. Google Index of Mobile EDU Queries 12-31-07 to 12-31-09 Source: Google 32
  33. 33. Google Mobile Paid Search Campaign • Google now allows you to add a 1-800 number directly on mobile text ads enabling click-to-call • Track impressions and clicks • Target by city, state, keyword, carrier, smart vs. feature phone, and zip code Veterinary Schools • Have the URL redirect to a mobile page to keep the user experience consistent, or just include the toll-free number • Capture user info on the mobile page • Proven to have a 55.5% qualify, match, and transfer rate 33
  34. 34. Overview: Seven Tips and Strategies for Student Recruitment Success 1. Understand the Current Mobile Market 2. Understand your Mobile Audience 3. In Mobile, Simple is Better 4. When You Build a Mobile Page, Build it for All Devices 5. Don’t ignore SMS marketing 6. Utilize Click-to-Call on Mobile Phones 7. Extend Online Paid Search to Mobile How can CUnet help?
  35. 35. CUNet’s Mobile Marketing Solutions for Student Recruitment Click to Call Mobile Short Form SMS Solutions Google Mobile Ads Traditional Media Lead Capture Veterinary Schools SMS Broadcasting / Text Alerts 35
  36. 36. CUnet Solutions • Mobile Short Form Lead Generation • Performance Based Mobile Click-to-Call • SMS Lead Capture for Traditional Media • Relationship Text Messaging • Mobile Search Engine Marketing Questions?
  37. 37. Contact: Akeel Haider Mobile Media Strategist E-Mail: akeel.haider@cunet.com Phone: 201.477.7688 For more information, visit CUnet.com

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