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Bonn.digital mobilestrategy.7 13..(2)

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  • 1. DIGITAL MARKETING STRATEGY IN HIGHER EDUCATION: SURVIVING THE MOBILE REVOLUTION Bob Johnson, Ph.D. GATE Marketing Conference Bonn, Germany July 4-5, 2013 Bob Johnson Consulting, LLC 1
  • 2. CREATING A REALISTIC STRATEGY… 6 Important Strategy Points… Bob Johnson Consulting, LLC 2
  • 3. Think social media and mobile… #1 • Social media… • Marketing and PR can’t control the message anymore • Increasing use from mobile devices #2 • Mobile… • People are connected everywhere, all the time • And they are very impatient Bob Johnson Consulting, LLC 3
  • 4. Two more really big things… #3 • Privacy… • “Big data” gives the capacity to know more about people than ever before • How comfortable are you with this? #4 • Engagement • More people will “like” and “follow” than will actively “engage” • Many will just “spectate” Bob Johnson Consulting, LLC 4
  • 5. And two more… #5 • New technology • No need to be first in everything, especially if you don’t know where the “shiny object” fits in your marketing campaign #6 • ROI • Difficult to measure the individual impact of every step in a marketing campaign Bob Johnson Consulting, LLC 5
  • 6. THE NEED FOR SPEED… Especially as mobile internet access grows… Bob Johnson Consulting, LLC 6
  • 7. COMPLETE A TOP TASK… Major reason people visit your website Bob Johnson Consulting, LLC 7
  • 8. <5 SECONDS TO CONNECT… The Golden Rule Bob Johnson Consulting, LLC 8
  • 9. PERFORMANCE IS A PRIORITY FOR MOBILE… “It’s possible to address performance concerns... most people don’t.” Tim Kadlec, Implementing Responsive Design http://www.implementingresponsivedesign.com/ Bob Johnson Consulting, LLC 9
  • 10. Home page load times increasing… Web Performance Today http://bit.ly/1525Y7P Bob Johnson Consulting, LLC 10
  • 11. 10 fastest business sites… <4seconds Web Performance Today http://bit.ly/1525Y7P Bob Johnson Consulting, LLC 11
  • 12. Testing sites for mobile… http://mobitest.akamai.com/m/index.cgi Bob Johnson Consulting, LLC 12
  • 13. DAAD home page… 6.4 seconds Bob Johnson Consulting, LLC 13
  • 14. Slower for Africa, India offices… 11.30 seconds in Africa 7.48 seconds in India Bob Johnson Consulting, LLC 14
  • 15. THE REVOLUTION IS YOUNG & CONTINUING… How we got started in 2007 and where we are today Bob Johnson Consulting, LLC 15
  • 16. Smartphones enabled the revolution… http://bit.ly/TlMtvN People love their phones… Price = €70 & less in India Bob Johnson Consulting, LLC 16
  • 17. Smartphone penetration today… http://www.go-gulf.com/blog/smartphone/ Bob Johnson Consulting, LLC 17
  • 18. Smart phones, all over the world… http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013 Bob Johnson Consulting, LLC 18
  • 19. Highest smart phone growth… Africa Bob Johnson Consulting, LLC 19
  • 20. Tablet users have high expectations… http://bit.ly/HUPxPj (March 2012 research) Bob Johnson Consulting, LLC 20
  • 21. That are not being met now… Bob Johnson Consulting, LLC 21
  • 22. Email still has a place… http://bit.ly/Q2Lm3B Bob Johnson Consulting, LLC 22
  • 23. Feature phones remain important… http://bit.ly/12pAMsk Bob Johnson Consulting, LLC 23
  • 24. SOCIAL MEDIA… FACEBOOK & YOUTUBE ARE MOST IMPORTANT Facebook is the digital giant we can’t ignore… Bob Johnson Consulting, LLC 24
  • 25. Facebook dominates social media… http://tnw.co/11WGkdR Bob Johnson Consulting, LLC 25
  • 26. For details by country… http://www.socialbakers.com/facebook-overview-statistics/ Bob Johnson Consulting, LLC 26
  • 27. Facebook sites by region… https://www.facebook.com/DAADNorthAmerica Bob Johnson Consulting, LLC 27
  • 28. 2 important points for Facebook posts… •Lifespan of a new item on Facebook (and Twitter) is very short… just a few minutes. •If something is important, post it more than once. Bob Johnson Consulting, LLC 28
  • 29. An important Twitter benefit… • Twitter can make us write better… • “Twitter forces you to be concise.” • “Twitter forces you to exercise your vocabulary.” • “Twitter forces you to improve your editing skills.” • Jennifer Blanchard, http://bit.ly/eNOIXZ • Use the same skills for Facebook entries Bob Johnson Consulting, LLC 29
  • 30. Social media in “Metro China”… http://empowered.forrester.com/tool_consumer.html Bob Johnson Consulting, LLC 30
  • 31. And in Spain… Bob Johnson Consulting, LLC 31
  • 32. International social media statistics… http://www.socialbakers.com/ Bob Johnson Consulting, LLC 32
  • 33. WHAT TO EXPECT IN THE FUTURE? Bob Johnson Consulting, LLC 33
  • 34. Mary Meeker annual trend report… http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013 Bob Johnson Consulting, LLC 34
  • 35. A verbal future? No nav, no search? http://www.nuance.com/ • In the mobile world, no need to touch anything • What words will your visitors use? • Must work better than your “search” works now • Must know what words visitors will use Bob Johnson Consulting, LLC 35
  • 36. International advertising for prospects? http://www.24mas.com/ • Age • Gender • Location • Behavior • Time • Handset • And more… Bob Johnson Consulting, LLC 36
  • 37. A QUICK SUMMARY… Bob Johnson Consulting, LLC 37
  • 38. 7 major strategy planning points… • Learn what is most important to your visitors • Continuing growth of mobile • Speed of access • Web site more important than social media for first encounter • Social media important for ongoing cultivation • Video will continue to grow in importance • Monitor what people do at your website and practice continuous improvement Bob Johnson Consulting, LLC 38
  • 39. THANKS FOR INVITING ME TO JOIN YOU IN BONN! Bob Johnson, Ph.D. bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com @highedmarketing Bob Johnson Consulting, LLC 39

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