Mobile Marketing in Higher Education

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  • 1. Mobile Marketing in Higher Education: Challenges & Strategies for 2011… and Beyond ©Robert E. Johnson, Ph.D. 2011 eduWeb2011 August 1-3, 2011 San Antonio, TX Bob Johnson Consulting, LLC
  • 2. What we are doing this morning…
    • Part I…… Overview for 2011 & onward
    • Part II…… Designing for mobile
    • Part III…... Higher education examples
    • Part IV….... Future challenges
    Bob Johnson Consulting, LLC
  • 3. Part I: Overview for 2011… and onward Bob Johnson Consulting, LLC
  • 4. Key Strategy Issue:
    • Why should I put scarce resources into mobile marketing?
    Bob Johnson Consulting, LLC
  • 5. Peril & potential in the answer…
    • Website experience shapes brand perception…
    Bob Johnson Consulting, LLC
  • 6. Growing expectation…
    • A “mobile friendly” web presence
    Bob Johnson Consulting, LLC
  • 7. In motion today…
    • Smartphones gaining market share… 35%
      • Prices dropping
      • iPhone and Android competing for the lead
      • Easier access to social media: Facebook et al
      • Apps are everywhere, but few are used often
      • GPS and wi-fi are common
    • Not-so-smart phones
      • Can use mobile features, especially texting
    Bob Johnson Consulting, LLC
  • 8. Pew Internet on smartphones in 2011… http://pewinternet.org/Reports/2011/Smartphones.aspx
    • 35% of people 18+ have smartphones
    • 25% of smartphone owners go online “mostly” with the phone
    • Highest smartphone ownership…
      • Higher income (59% if $75+ family income)
      • More educated (48% with college degree)
      • Non-whites (44%)
      • Under age 45 (58% between 25 – 34 years)
    Bob Johnson Consulting, LLC
  • 9. Major reason people go to any website…
    • Complete a task
    Bob Johnson Consulting, LLC
  • 10. Top task challenges for recruitment…
    • Find academic program list
    • Get net cost information
    • Register for a campus visit
    • Inquire about enrollment
    • Check application status
    • Get to campus
    • Apply online?
    Bob Johnson Consulting, LLC
  • 11. Mobile App vs. Mobile Website
    • Mobile App
      • Different apps for different devices
      • How will people find your app?
      • Not easy to update
      • Higher performance possible/Easier use
    • Mobile Website
      • Access from any mobile device
      • Can find using “search”
      • Easy to update
      • Will perform as well as you build it/Not great right now
    Bob Johnson Consulting, LLC
  • 12. If you’re thinking about an app… Bob Johnson Consulting, LLC
  • 13. Main mobile challenges… Jakob Nielsen at http://bit.ly/iqAv8
    • 4 major problems
      • Small screens
      • Awkward input
      • Slow downloads
      • Poor design for mobile
    • Impact on task completion
      • 80% success on regular websites from a PC
      • 59% success from a mobile phone
    Bob Johnson Consulting, LLC
  • 14. Meet challenges and success grows…
    • Task success was higher at sites designed for mobile access…
      • 64% task completion at “sites for mobile”
      • 53% task completion at regular websites
    • Larger screen = more success
      • Regular cell phones… 38% success
      • Regular smartphones… 55% success
      • Touch screen phones… 75% success ◄
    Bob Johnson Consulting, LLC
  • 15. Part II: Designing for mobile… Bob Johnson Consulting, LLC
  • 16. 6 key points about anything online…
    • People are impatient
    • People are impatient
    • People are impatient
    • People are impatient
    • People are impatient
    • People are impatient
    Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC
  • 17. The Golden Rule remains…
    • 5 seconds to connect
    Bob Johnson Consulting, LLC
  • 18. 3 approaches to a mobile site… http://bit.ly/nMPJSk
    • Tweak your present website
      • Automatic basic adjustments through a CSS
    • Adaptive layout
      • Changes your images and layout on your “traditional” site to fit a mobile screen
      • Works best if designed from the start to adapt
    • Dedicated mobile website
      • Most expensive solution
      • Best experience for visitors
    Bob Johnson Consulting, LLC
  • 19. Build a new site version for mobile?
    • “ Mobilize, don’t miniaturize”… anon. ◄
      • “ Generally speaking the mobile context is so different from the desktop one it deserves direct consideration vs. just mangling down a full-size site.”
        • Drew Stevenson, University of Minnesota, 2010
    • Mobile web best practices from W3C
      • http://www.w3.org/TR/mobile-bp/
    Bob Johnson Consulting, LLC
  • 20. Basic design rule for mobile…
    • Keep things simple…
    • Don’t make people squint
    Bob Johnson Consulting, LLC
  • 21. Beware the iPhone trap…
    • iPhone can display your traditional web pages
    • But in a size that nobody can read without finger flicking
    • Goal: no finger flicking
    Bob Johnson Consulting, LLC
  • 22. Keep graphics small & relevant…
    • No room (or need) on mobile pages for graphics not directly related to the content
    • Make sure key content areas are immediately visible
    Bob Johnson Consulting, LLC
  • 23. Long links = easier mobile navigation…
    • 3 to 5 word links are easier to touch
    • Avoid one word links
      • And especially a series of one word links one after another
    Bob Johnson Consulting, LLC
  • 24. The NY Times goal for mobile… “ The Internet should work like it does on PC screens.” Bob Johnson Consulting, LLC
  • 25. Can we meet this challenge?
    • “ As you go to site XYZ it will automatically create a single-column, mobile-friendly view that has navigation scaled to produce videos or slideshows so users won’t have to pinch or scan or scroll or download an app for everything.”
      • Robert Z. Samuels, director of mobile product development, New York Times
    Bob Johnson Consulting, LLC
  • 26. The NY Times on mobile… Bob Johnson Consulting, LLC
  • 27. Part III: Mobile Marketing in Higher Education Bob Johnson Consulting, LLC
  • 28. 1. Direct marketing focus…
    • Inquiries from mobile at Kettering University
    Bob Johnson Consulting, LLC
  • 29. The first image… while it loads Bob Johnson Consulting, LLC
  • 30. At the site… who fits at Kettering Bob Johnson Consulting, LLC
  • 31. Very simple enrollment inquiry… Bob Johnson Consulting, LLC
  • 32. Immediate email response… Bob Johnson Consulting, LLC
  • 33. Email links to admissions entry page… http://www.kettering.edu/futurestudents/ Bob Johnson Consulting, LLC
  • 34. 2. Task oriented home page design…
    • Focus on internal & external users is a special challenge…
    Bob Johnson Consulting, LLC
  • 35. A task-oriented home page… Bob Johnson Consulting, LLC
  • 36. No “finger flicking” here… Bob Johnson Consulting, LLC
  • 37. Easy to scan academic majors… Bob Johnson Consulting, LLC
  • 38. Clean, simple program page… Bob Johnson Consulting, LLC
  • 39. But don’t drive over a cliff… Bob Johnson Consulting, LLC
  • 40. 3. Special Attention to Academics
    • Academics on the home page
    • Scan the alpha list
    • Find your major
    • Connect with faculty
    Bob Johnson Consulting, LLC
  • 41. The home page… “Areas of Study” Bob Johnson Consulting, LLC
  • 42. Easy to scroll alpha list… Bob Johnson Consulting, LLC
  • 43. No finger flicks to read History… Bob Johnson Consulting, LLC
  • 44. Get to know the History faculty… Bob Johnson Consulting, LLC
  • 45. 4. Text messaging option
    • Find high interest inquiries early in the recruitment cycle……
    • St. Mary’s University, TX
    Bob Johnson Consulting, LLC
  • 46. High interest students: 2010…
    • % of inquiries opting for text updates…
      • 3.9% (1,416 of 35,606)
    • % of applicants opting for text updates…
      • 30.6% (1,140 of 3,720)
    • % of deposits opting for text updates…
      • 46.5% (269 of 578)
    Bob Johnson Consulting, LLC
  • 47. High interest students: 2011…
    • % of inquiries opting for text updates…
      • 4.8% (1,923 of 40,246)
    • % of applicants opting for text updates…
      • 13.5% (593 of 4,387)
    • % of deposits opting for text updates…
      • 55.6% (385 of 692)
    Bob Johnson Consulting, LLC
  • 48. Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who opted-in for text updates Yield: Inquiry to Deposit, 2010
  • 49. Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who opted-in for text updates Yield: Inquiry to Deposit, 2011
  • 50. Ongoing contact to increase conversion… Text messaging each month as the recruitment cycle unfolds… Bob Johnson Consulting, LLC
  • 51. Key: Build internal opt-in database… http://www.stmarytx.edu/admission/?go=mobileupdates Bob Johnson Consulting, LLC
  • 52. Not yet applied for admission…
    • “ Be early, catch the worm. Submit ur admission application by Jan 15 for priority consideration. Get info at www.stmarytx.edu/admission.”
    Bob Johnson Consulting, LLC
  • 53. Join our online community…
    • “ Cre8 a profile on the St Marys online community at www.BeARattler.com by Feb 1 to be entered to get ur $200 enrollment deposit waived!”
    Bob Johnson Consulting, LLC
  • 54. FAFSA priority deadline…
    • “ This is last weekend 2 finish priority FAFSA. Go 2 www.fafsa.ed.gov to submit b4 Mon Feb 15 to make sure we get results in time. StMary code is 003623”
    Bob Johnson Consulting, LLC
  • 55. Merit scholarship award…
    • “ Bob, UR hard work has paid off! Congrats on getting a merit scholarship! Learn more about financial aid at www.stmarytx.edu/finaid.”
    Bob Johnson Consulting, LLC
  • 56. Register for Orientation…
    • “ Bob, R u ready 4 Orientation? Sign-up is now open. Go to https://gateway.stmarytx.edu. We R lookin 4ward to seeing u on campus!”
    Bob Johnson Consulting, LLC
  • 57. Other message samples…
    • “ Come visit during ur holiday break! Weekday tours and visits available through Dec 22. Call 800-367-7868 or email uadm@stmarytx.edu 2 schedule.”
    • “ Happy 2010! May U have 12 months of happiness, 52 wks of fun, 365 days of laughter, 8760 hrs of luck, 525600 mins of joy, 31536000 seconds of success.”
    Bob Johnson Consulting, LLC
  • 58. 5. QR Codes Using in print advertising… A place in view books, printed recruitment pieces, college fair exhibits Bob Johnson Consulting, LLC
  • 59. QR code caveats…
    • Most people do not have QR code readers on their smartphones
      • Give them a URL to download a reader
      • http://bako.do/
    • Don’t use them where people can’t use their phones
      • Subways
      • Airplane magazines?
    Bob Johnson Consulting, LLC
  • 60. How people use QR codes… http://bit.ly/lpcggL
    • In February, 2011…
      • Get coupons…………… 53%
      • Access more information… 52%
      • Sign up for more info……. 26%
      • Access video….. 24%
      • Access social media site… 23%
    Bob Johnson Consulting, LLC
  • 61. If you use QR codes… Essential to create a mobile friendly landing page for quick scan… 2 Sky magazine May 2011 examples Bob Johnson Consulting, LLC
  • 62. Not-so-good landing page… Bob Johnson Consulting, LLC
  • 63. Mobile friendly landing page… Bob Johnson Consulting, LLC
  • 64. Get started here… http://en.wikipedia.org/wiki/QR_cod e Bob Johnson Consulting, LLC
  • 65. Experiment at places like this… http://www.qrstuff.com/ Bob Johnson Consulting, LLC
  • 66. Part IV: Future Mobile Marketing Challenges Legal, Technical, Management Bob Johnson Consulting, LLC
  • 67. Continuing provider challenges…
    • Multiple providers build “walled gardens”…
      • Apple
      • Google
      • Blackberry
      • Microsoft
    • Multiple standards for ads, apps, displays
      • More cost to implement mobile program
    Bob Johnson Consulting, LLC
  • 68. Legal challenges…
    • Must have consent for SMS messages
      • Even if someone has already signed for email
    • Visible “small print” cost disclosures
      • Verizon agreed to 12 pt. font settlement
    • Likely: easy to find, understand “stop sending” option
    Bob Johnson Consulting, LLC
  • 69. Technical challenges…
    • Usability…
      • Visitor experience will determine success
      • NY Times is right… “easy as access from a PC” is the goal
      • We are not there yet
      • But we are moving in that direction
      • Nielsen smartphone research is encouraging
    Bob Johnson Consulting, LLC
  • 70. Management challenges…
    • Content…
      • Content is added to websites, seldom removed
      • Most web content is irrelevant to most people
      • Silly to make all “traditional” website content “mobile friendly”… no resources for that
      • But what content to leave behind?
      • Will that decision hinder mobile-friendly websites?
    Bob Johnson Consulting, LLC
  • 71. Video challenges…
    • Might be an important element, but…
      • Data plane expense might limit use past “early adopters”
      • Video done for regular websites may not play well on smartphones
      • Video users will demand rapid play
    Bob Johnson Consulting, LLC
  • 72. Part IV: Sources of Information to Follow Bob Johnson Consulting, LLC
  • 73. Mobile Marketing Association… http://mmaglobal.com/policies Bob Johnson Consulting, LLC
  • 74. Mobile Marketer… http://www.mobilemarketer.com/ Bob Johnson Consulting, LLC
  • 75. Jakob Nielsen Usability Report… http://www.nngroup.com/reports/mobile/ Bob Johnson Consulting, LLC
  • 76. Bob Johnson’s marketing blog… http://www.bobjohnsonblog.com/mobile-marketing/ Bob Johnson Consulting, LLC
  • 77. Mongoose Research… http://www.mongooseresearch.com/ Bob Johnson Consulting, LLC
  • 78. Mobile in Higher Ed blog… http://www.dmolsen.com/mobile-in-higher-ed/ Bob Johnson Consulting, LLC
  • 79. MIT Open Source code for mobile… http://sourceforge.net/projects/mitmobileweb/ Bob Johnson Consulting, LLC
  • 80. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC