Mobile Marketing in Higher Education: Challenges & Strategies for 2011…  and Beyond   ©Robert E. Johnson, Ph.D. 2011   edu...
What we are doing this morning… <ul><li>Part I…… Overview for 2011 & onward </li></ul><ul><li>Part II…… Designing for mobi...
Part I:  Overview for 2011… and onward Bob Johnson Consulting, LLC
Key Strategy Issue: <ul><li>Why should I put scarce resources into mobile marketing? </li></ul>Bob Johnson Consulting, LLC
Peril & potential in the answer… <ul><li>Website experience shapes brand perception… </li></ul>Bob Johnson Consulting, LLC
Growing expectation… <ul><li>A “mobile friendly” web presence </li></ul>Bob Johnson Consulting, LLC
In motion today… <ul><li>Smartphones gaining market share… 35% </li></ul><ul><ul><li>Prices dropping </li></ul></ul><ul><u...
Pew Internet on smartphones in 2011… http://pewinternet.org/Reports/2011/Smartphones.aspx <ul><li>35% of people 18+ have s...
Major reason people go to any website… <ul><li>Complete a task </li></ul>Bob Johnson Consulting, LLC
Top task challenges for recruitment… <ul><li>Find academic program list </li></ul><ul><li>Get net cost information </li></...
Mobile App vs. Mobile Website <ul><li>Mobile App </li></ul><ul><ul><li>Different apps for different devices </li></ul></ul...
If you’re thinking about an app… Bob Johnson Consulting, LLC
Main mobile challenges… Jakob Nielsen at http://bit.ly/iqAv8 <ul><li>4 major problems </li></ul><ul><ul><li>Small screens ...
Meet challenges and success grows… <ul><li>Task success was higher at sites designed for mobile access… </li></ul><ul><ul>...
Part II: Designing for mobile… Bob Johnson Consulting, LLC
6 key points about anything online… <ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>...
The Golden Rule remains… <ul><li>5 seconds to connect </li></ul>Bob Johnson Consulting, LLC
3 approaches to a mobile site… http://bit.ly/nMPJSk <ul><li>Tweak your present website </li></ul><ul><ul><li>Automatic bas...
Build a new site version for mobile? <ul><li>“ Mobilize, don’t miniaturize”… anon. ◄   </li></ul><ul><ul><li>“ Generally s...
Basic design rule for mobile… <ul><li>Keep things simple… </li></ul><ul><li>Don’t make people squint </li></ul>Bob Johnson...
Beware the iPhone trap… <ul><li>iPhone can display your traditional web pages </li></ul><ul><li>But in a size that nobody ...
Keep graphics small & relevant… <ul><li>No room (or need) on mobile pages for graphics not directly related to the content...
Long links = easier mobile navigation… <ul><li>3 to 5 word links are easier to touch </li></ul><ul><li>Avoid one word link...
The NY Times goal for mobile… “ The Internet should work like it does on PC screens.” Bob Johnson Consulting, LLC
Can we meet this challenge? <ul><li>“ As you go to site XYZ it will automatically  create a single-column, mobile-friendly...
The NY Times on mobile… Bob Johnson Consulting, LLC
Part III:  Mobile Marketing in Higher Education Bob Johnson Consulting, LLC
1. Direct marketing focus… <ul><li>Inquiries from mobile at Kettering University </li></ul>Bob Johnson Consulting, LLC
The first image… while it loads Bob Johnson Consulting, LLC
At the site… who fits at Kettering Bob Johnson Consulting, LLC
Very simple enrollment inquiry… Bob Johnson Consulting, LLC
Immediate email response… Bob Johnson Consulting, LLC
Email links to admissions entry page… http://www.kettering.edu/futurestudents/ Bob Johnson Consulting, LLC
2. Task oriented home page design… <ul><li>Focus on internal & external users is a special challenge… </li></ul>Bob Johnso...
A task-oriented home page… Bob Johnson Consulting, LLC
No “finger flicking” here… Bob Johnson Consulting, LLC
Easy to scan academic majors… Bob Johnson Consulting, LLC
Clean, simple program page… Bob Johnson Consulting, LLC
But don’t drive over a cliff… Bob Johnson Consulting, LLC
3. Special Attention to Academics <ul><li>Academics on the home page </li></ul><ul><li>Scan the alpha list </li></ul><ul><...
The home page… “Areas of Study” Bob Johnson Consulting, LLC
Easy to scroll alpha list… Bob Johnson Consulting, LLC
No finger flicks to read History… Bob Johnson Consulting, LLC
Get to know the History faculty… Bob Johnson Consulting, LLC
4. Text messaging option <ul><li>Find high interest inquiries early in the recruitment cycle…… </li></ul><ul><li>St. Mary’...
High interest students: 2010… <ul><li>% of inquiries opting for text updates… </li></ul><ul><ul><li>3.9% (1,416 of 35,606)...
High interest students: 2011… <ul><li>% of inquiries opting for text updates… </li></ul><ul><ul><li>4.8% (1,923 of 40,246)...
Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who  opted-in fo...
Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who  opted-in fo...
Ongoing contact to increase conversion… Text messaging each month as the recruitment cycle unfolds… Bob Johnson Consulting...
Key: Build internal opt-in database… http://www.stmarytx.edu/admission/?go=mobileupdates Bob Johnson Consulting, LLC
Not yet applied for admission… <ul><li>“ Be early, catch the worm. Submit ur admission application by Jan 15 for priority ...
Join our online community… <ul><li>“ Cre8 a profile on the St Marys online community at www.BeARattler.com by Feb 1 to be ...
FAFSA priority deadline… <ul><li>“ This is last weekend 2 finish priority FAFSA. Go 2 www.fafsa.ed.gov to submit b4 Mon Fe...
Merit scholarship award… <ul><li>“ Bob, UR hard work has paid off! Congrats on getting a merit scholarship! Learn more abo...
Register for Orientation… <ul><li>“ Bob, R u ready 4 Orientation? Sign-up is now open. Go to https://gateway.stmarytx.edu....
Other message samples… <ul><li>“ Come visit during ur holiday break! Weekday tours and visits available through Dec 22. Ca...
5. QR Codes Using in print advertising… A place in view books, printed recruitment pieces, college fair exhibits  Bob John...
QR code caveats… <ul><li>Most people do not have QR code readers on their smartphones </li></ul><ul><ul><li>Give them a UR...
How people use QR codes… http://bit.ly/lpcggL <ul><li>In February, 2011… </li></ul><ul><ul><li>Get coupons…………… 53% </li><...
If you use QR codes… Essential to create a mobile friendly landing page for quick scan… 2 Sky magazine May 2011 examples B...
Not-so-good landing page… Bob Johnson Consulting, LLC
Mobile friendly landing page… Bob Johnson Consulting, LLC
Get started here… http://en.wikipedia.org/wiki/QR_cod e Bob Johnson Consulting, LLC
Experiment at places like this… http://www.qrstuff.com/ Bob Johnson Consulting, LLC
Part IV:  Future Mobile Marketing Challenges Legal, Technical, Management Bob Johnson Consulting, LLC
Continuing provider challenges… <ul><li>Multiple providers build “walled gardens”… </li></ul><ul><ul><li>Apple </li></ul><...
Legal challenges… <ul><li>Must have consent for SMS messages </li></ul><ul><ul><li>Even if someone has already signed for ...
Technical challenges… <ul><li>Usability… </li></ul><ul><ul><li>Visitor experience will determine success </li></ul></ul><u...
Management challenges… <ul><li>Content…  </li></ul><ul><ul><li>Content is added to websites, seldom removed </li></ul></ul...
Video challenges… <ul><li>Might be an important element, but… </li></ul><ul><ul><li>Data plane expense might limit use pas...
Part IV: Sources of Information to Follow Bob Johnson Consulting, LLC
Mobile Marketing Association… http://mmaglobal.com/policies Bob Johnson Consulting, LLC
Mobile Marketer…  http://www.mobilemarketer.com/ Bob Johnson Consulting, LLC
Jakob Nielsen Usability Report… http://www.nngroup.com/reports/mobile/ Bob Johnson Consulting, LLC
Bob Johnson’s marketing blog… http://www.bobjohnsonblog.com/mobile-marketing/ Bob Johnson Consulting, LLC
Mongoose Research… http://www.mongooseresearch.com/ Bob Johnson Consulting, LLC
Mobile in Higher Ed blog… http://www.dmolsen.com/mobile-in-higher-ed/   Bob Johnson Consulting, LLC
MIT Open Source code for mobile… http://sourceforge.net/projects/mitmobileweb/ Bob Johnson Consulting, LLC
Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068  248.766.6425  [email_address] Cust...
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Mobile Marketing in Higher Education

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