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Mobile Marketing in Higher Education: Challenges and Opportunities
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Mobile Marketing in Higher Education: Challenges and Opportunities

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  • 1. Bob Johnson Consulting, LLC
    1
    Mobile Marketingin Higher Education: Challenges & Opportunities©Robert E. Johnson, Ph.D. 2011
    SUNYCUAD – 2011 Educational Conference
    Saratoga Springs, NY
    June 8 - 10, 2011
  • 2. Part I: An Overview
    Bob Johnson Consulting, LLC
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  • 3. Bob Johnson Consulting, LLC
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    6 perils with anything online…
    People are impatient
    People are impatient
    People are impatient
    People are impatient
    People are impatient
    People are impatient
    Bob Johnson Consulting, LLC
  • 4. Bob Johnson Consulting, LLC
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    Key Strategy Issue:
    • Why should I put scarce resources into mobile marketing?
  • Bob Johnson Consulting, LLC
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    The critical answer…
    • Website experience shapes brand perception…
  • Bob Johnson Consulting, LLC
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    Growing expectation…
    • A “mobile friendly” website
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    Major reason people go to any website…
    • Complete a task
  • Top mobile task challenges forhigher education?
    For recruitment
    Find academic program list
    Inquire about enrollment
    Apply online
    Directions to campus
    Check application status
    For Advancement
    Submit a class note
    Read a class note
    Make a donation
    Register for class reunion
    Reunion event details
    Bob Johnson Consulting, LLC
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  • 5. Bob Johnson Consulting, LLC
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    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
  • 6. Bob Johnson Consulting, LLC
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    The Golden Rule…
    • 5 seconds to connect
  • Which connects best in 5 seconds?(People sent here from a QR code ad)
    Bob Johnson Consulting, LLC
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  • 7. Bob Johnson Consulting, LLC
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    Make things easy on mobile is a special challenge…
    “The Internet should work like it does on PC screens.”
  • 8. Bob Johnson Consulting, LLC
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    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
  • 9. Bob Johnson Consulting, LLC
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    The NY Times on mobile…
  • 10. Bob Johnson Consulting, LLC
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    Part II:Tales from the Research
    (1) Pew Internet & American Life Project,
    (2) E-Expectations,(3) Jakob Nielsen,
    (4) CCI web visitor surveys
  • 11. Bob Johnson Consulting, LLC
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    1. Pew Internet & American Life Project
    “Mobil Access 2010”
    May 2010 Research Report
    http://bit.ly/cqxi6D
  • 12. Bob Johnson Consulting, LLC
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    New 2010 questions, 18+ years…
    Do you use your phone to…
    Send a photo or video? 54%
    Access a social networking site?23%
    Watch a video? 20%
    Purchase a product? 11%
    Give to a charity? 11%
  • 13. Bob Johnson Consulting, LLC
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    “Young adults” 18 to 29…
    Heavy use of “mobile” in many areas…
    Send/receive text messages… 95%
    Take a photo.. 93%
    Access Internet… 65%
    Send/receive email… 52%
    Use social networking site… 48%
    Still low in some areas
    Purchased a product… 20%
  • 14. Bob Johnson Consulting, LLC
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    2. E-Expectations Survey 2010
    College bound high school seniors
    Noel-Levitz & friends
    http://bit.ly/dvQldm
  • 15. Bob Johnson Consulting, LLC
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    Mobile-related findings…
    24% would drop a college after a poor web experience
    Most desired content:
    Information on academics… 54%
    List of academic programs… 28%
    Cost related information… 30%
    Surprise?
    23% have searched college websites from smartphones◄
  • 16. Bob Johnson Consulting, LLC
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    Most desired interactive tasks…
    The top 4 favored online tasks:
    Online application… 91%
    Campus visit request form… 77%
    Cost calculator… 68%◄
    Online course catalog… 67%◄
  • 17. Bob Johnson Consulting, LLC
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    Text vs. email messages…
    70% will give an email address to a college
    43% as an inquiry
    36% as an applicant
    78% use text messaging
    67% said no contact from colleges
    15% said text OK from an admissions rep they were working with◄
  • 18. Bob Johnson Consulting, LLC
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    3. Jakob Nielsen
    “Mobile User Experience Is Miserable”
    July 2009 Alertbox
    http://www.useit.com/alertbox/mobile-usability.html
  • 19. Bob Johnson Consulting, LLC
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    Reason for optimism…
    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◄
  • 20. 4. Customer Centric Index (CCI) web visitor surveys in 2011
    “If we a had mobile application, what kinds of information would you like to access or tasks would you like to complete…”?
    Bob Johnson Consulting, LLC
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  • 21. Private university… 259 responses
    Bob Johnson Consulting, LLC
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  • 22. Community college… 717 responses
    Bob Johnson Consulting, LLC
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  • 23. Bob Johnson Consulting, LLC
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    Part III: Mobile Marketing in Higher Education
  • 24. Bob Johnson Consulting, LLC
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    1. Direct marketing focus…
    Inquiries from mobile at Kettering University
  • 25. Bob Johnson Consulting, LLC
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    The first image… while it loads
  • 26. Bob Johnson Consulting, LLC
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    At the site… who fits at Kettering
  • 27. Bob Johnson Consulting, LLC
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    Very simple enrollment inquiry…
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    Immediate email response…
  • 29. Bob Johnson Consulting, LLC
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    Email links to admissions entry page…http://www.kettering.edu/futurestudents/
  • 30. Bob Johnson Consulting, LLC
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    2. Task oriented home page design…
    Focus on internal & external users is a special challenge…
  • 31. Bob Johnson Consulting, LLC
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    A task-oriented home page…
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    No “finger flicking” here…
  • 33. Bob Johnson Consulting, LLC
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    Easy to scan academic majors…
  • 34. Bob Johnson Consulting, LLC
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    Clean, simple program page…
  • 35. Bob Johnson Consulting, LLC
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    3. Text messaging to increase enrollment conversion…
    Text messaging each month as the recruitment cycle unfolds
  • 36. Marketing potential of texting…
    • Identify most promising early inquiries
    • 37. Increase conversion froma group with high conversion potential
    Bob Johnson Consulting, LLC
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  • 38. Bob Johnson Consulting, LLC
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    Key: Opt-in database…http://www.stmarytx.edu/admission/?go=mobileupdates
  • 39. Bob Johnson Consulting, LLC
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    High interest students said “OK”…
    % of inquiries opting for text updates…
    4% (1,416 of 35,606)
    % of applicants opting for text updates…
    42% (1,140 of 3,720)
    % of deposits opting for text updates…
    47% (269 of 578)
  • 40. Bob Johnson Consulting, LLC
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    Yield: Inquiry to Applicant
    Percent who applied
    Inquiries who opted-in for text updates
    Overall inquiries
    44
    Bob Johnson Consulting, LLC
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    Yield: Inquiry to Deposit
    Percent who deposited
    Overall inquiries
    Inquiries who opted-in for text updates
    45
    Bob Johnson Consulting, LLC
  • 42. Bob Johnson Consulting, LLC
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    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.”
  • 43. Bob Johnson Consulting, LLC
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    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!”
  • 44. Bob Johnson Consulting, LLC
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    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!”
  • 45. Bob Johnson Consulting, LLC
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    Part IV: Future Mobile Marketing Challenges
  • 46. Bob Johnson Consulting, LLC
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    Provider challenges…
    Multiple providers build “walled gardens”…
    Apple
    Google
    Blackberry
    Microsoft
    Multiple standards for ads, apps, displays
    More cost to implement mobile program
  • 47. Bob Johnson Consulting, LLC
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    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
  • 48. Bob Johnson Consulting, LLC
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    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
  • 49. 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
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  • 50. Bob Johnson Consulting, LLC
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    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
  • 51. Bob Johnson Consulting, LLC
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    Part IV:Sources of Information to Follow
  • 52. Bob Johnson Consulting, LLC
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    Mobile Marketing Association…http://mmaglobal.com/policies
  • 53. Bob Johnson Consulting, LLC
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    Mobile Marketer… http://www.mobilemarketer.com/
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    Mongoose Research…http://www.mongooseresearch.com/
  • 55. Bob Johnson Consulting, LLC
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    Jakob Nielsen Usability Report…http://www.nngroup.com/reports/mobile/
  • 56. Bob Johnson Consulting, LLC
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    Bob Johnson’s marketing blog…http://www.bobjohnsonblog.com/mobile-marketing/
  • 57. Bob Johnson Consulting, LLC
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    Mobile in Higher Ed blog…http://www.dmolsen.com/mobile-in-higher-ed/
  • 58. Bob Johnson Consulting, LLC
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    MIT Open Source code for mobile…http://sourceforge.net/projects/mitmobileweb/
  • 59. Bob Johnson Consulting, LLC
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    Thank You!Bob Johnson, Ph.D.PresidentBob Johnson Consulting, LLCMarshall, MI 49068 248.766.6425 bob@bobjohnsonconsulting.comCustomer Carewords Website Research www.bobjohnsonconsulting.com