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

  1. 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. 2. CREATING A REALISTIC STRATEGY… 6 Important Strategy Points… Bob Johnson Consulting, LLC 2
  3. 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. 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. 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. 6. THE NEED FOR SPEED… Especially as mobile internet access grows… Bob Johnson Consulting, LLC 6
  7. 7. COMPLETE A TOP TASK… Major reason people visit your website Bob Johnson Consulting, LLC 7
  8. 8. <5 SECONDS TO CONNECT… The Golden Rule Bob Johnson Consulting, LLC 8
  9. 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. 10. Home page load times increasing… Web Performance Today http://bit.ly/1525Y7P Bob Johnson Consulting, LLC 10
  11. 11. 10 fastest business sites… <4seconds Web Performance Today http://bit.ly/1525Y7P Bob Johnson Consulting, LLC 11
  12. 12. Testing sites for mobile… http://mobitest.akamai.com/m/index.cgi Bob Johnson Consulting, LLC 12
  13. 13. DAAD home page… 6.4 seconds Bob Johnson Consulting, LLC 13
  14. 14. Slower for Africa, India offices… 11.30 seconds in Africa 7.48 seconds in India Bob Johnson Consulting, LLC 14
  15. 15. THE REVOLUTION IS YOUNG & CONTINUING… How we got started in 2007 and where we are today Bob Johnson Consulting, LLC 15
  16. 16. Smartphones enabled the revolution… http://bit.ly/TlMtvN People love their phones… Price = €70 & less in India Bob Johnson Consulting, LLC 16
  17. 17. Smartphone penetration today… http://www.go-gulf.com/blog/smartphone/ Bob Johnson Consulting, LLC 17
  18. 18. Smart phones, all over the world… http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013 Bob Johnson Consulting, LLC 18
  19. 19. Highest smart phone growth… Africa Bob Johnson Consulting, LLC 19
  20. 20. Tablet users have high expectations… http://bit.ly/HUPxPj (March 2012 research) Bob Johnson Consulting, LLC 20
  21. 21. That are not being met now… Bob Johnson Consulting, LLC 21
  22. 22. Email still has a place… http://bit.ly/Q2Lm3B Bob Johnson Consulting, LLC 22
  23. 23. Feature phones remain important… http://bit.ly/12pAMsk Bob Johnson Consulting, LLC 23
  24. 24. SOCIAL MEDIA… FACEBOOK & YOUTUBE ARE MOST IMPORTANT Facebook is the digital giant we can’t ignore… Bob Johnson Consulting, LLC 24
  25. 25. Facebook dominates social media… http://tnw.co/11WGkdR Bob Johnson Consulting, LLC 25
  26. 26. For details by country… http://www.socialbakers.com/facebook-overview-statistics/ Bob Johnson Consulting, LLC 26
  27. 27. Facebook sites by region… https://www.facebook.com/DAADNorthAmerica Bob Johnson Consulting, LLC 27
  28. 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. 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. 30. Social media in “Metro China”… http://empowered.forrester.com/tool_consumer.html Bob Johnson Consulting, LLC 30
  31. 31. And in Spain… Bob Johnson Consulting, LLC 31
  32. 32. International social media statistics… http://www.socialbakers.com/ Bob Johnson Consulting, LLC 32
  33. 33. WHAT TO EXPECT IN THE FUTURE? Bob Johnson Consulting, LLC 33
  34. 34. Mary Meeker annual trend report… http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013 Bob Johnson Consulting, LLC 34
  35. 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. 36. International advertising for prospects? http://www.24mas.com/ • Age • Gender • Location • Behavior • Time • Handset • And more… Bob Johnson Consulting, LLC 36
  37. 37. A QUICK SUMMARY… Bob Johnson Consulting, LLC 37
  38. 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. 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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