Mobile Marketing in Higher Education: Getting Ready for 2012 and Beyond

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Mobile Marketing in Higher Education: Getting Ready for 2012 and Beyond

  1. 1. Mobile Marketing in Higher Education: Getting Ready for 2012 and Beyond ©Robert E. Johnson, Ph.D. 2011 AMA Symposium for the Marketing of Higher Education November 6-9, 2011 Chicago, IL Bob Johnson Consulting, LLC
  2. 2. Part I: Overview for 2011… and onward Strategy imperative… Remember the land-line telephone? Bob Johnson Consulting, LLC
  3. 3. Key Strategy Challenge: <ul><li>Why should I put scarce resources into mobile marketing? </li></ul>Bob Johnson Consulting, LLC
  4. 4. Helping or hurting your brand reputation… <ul><li>Website experience shapes brand perception… </li></ul><ul><li>Not claims & colors </li></ul>Bob Johnson Consulting, LLC
  5. 5. Growing expectation… <ul><li>A “mobile friendly” web presence </li></ul>Bob Johnson Consulting, LLC
  6. 6. 25% smartphones world wide… http://bit.ly/grclDr Bob Johnson Consulting, LLC
  7. 7. Use of mobile for social media… http://bit.ly/grclDr Bob Johnson Consulting, LLC
  8. 8. Major reason people go to any website… <ul><li>Complete a task </li></ul>Bob Johnson Consulting, LLC
  9. 9. Gerry McGovern: <ul><li>“ You don’t have a mobile strategy, you have a top task strategy.” </li></ul>Bob Johnson Consulting, LLC
  10. 10. Content strategy question: <ul><li>How will 30+ home page links become 8 to 10 mobile links? </li></ul>Bob Johnson Consulting, LLC
  11. 11. Top tasks for recruitment might be… <ul><li>Find academic course list </li></ul><ul><li>Check enrollment profile </li></ul><ul><li>Get cost information </li></ul><ul><li>Inquire about enrollment </li></ul><ul><li>Apply online </li></ul><ul><li>Check application status </li></ul><ul><li>Get to campus </li></ul>Bob Johnson Consulting, LLC
  12. 12. Mobile App or 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 </li></ul></ul>Bob Johnson Consulting, LLC
  13. 13. If you’re thinking about an app… Bob Johnson Consulting, LLC
  14. 14. Prediction for 2015… http://bit.ly/mPtumX <ul><li>Financial Times already has left App Store and created a HTML 5 mobile site. </li></ul><ul><li>App Store will follow AOL and “By 2015 we’ll all feel silly talking about apps.” </li></ul><ul><li>Counterpoint: “I think it’s a bit of a stretch to assume that it is going to go away that quickly.” </li></ul>Bob Johnson Consulting, LLC
  15. 15. Part II: Basic Usability Issues <ul><li>Slow, steady improvement but not yet equal to large screen mobile experience </li></ul>Bob Johnson Consulting, LLC
  16. 16. 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 in 2010 </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
  17. 17. 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
  18. 18. Mobile usability update… 26 Sept 2011 Jakob Nielsen Alertbox… http://bit.ly/aq2goa <ul><li>“ Our new research shows that mobile sites and apps have been improving their usability , even though it's still far below that of regular websites accessed from a desktop computer .” </li></ul>Bob Johnson Consulting, LLC
  19. 19. Mobile usability update… 26 Sept 2011 Jakob Nielsen Alertbox… http://bit.ly/aq2goa <ul><li>“ The current success rate for mobile Web use (62%) is about what we measured for desktop Web use in 1999 . The current desktop success rate is 84% ; unless mobile usability starts improving more rapidly, we'll have to wait until 2026 to reach that level.” </li></ul>Bob Johnson Consulting, LLC
  20. 20. Mobile usability update… 26 Sept 2011 Jakob Nielsen Alertbox… http://bit.ly/aq2goa <ul><li>“ This leads to the first, and maybe most important, guideline for improving the mobile user experience: design a separate mobile site . Don't expect users to access the same site from both desktop and mobile browsers.” </li></ul>Bob Johnson Consulting, LLC
  21. 21. Mobile usability update… 26 Sept 2011 Jakob Nielsen Alertbox… http://bit.ly/aq2goa <ul><li>“ A second key guideline… clear, explicit links from the full site to the mobile site and from the mobile site to the full site.” </li></ul>Bob Johnson Consulting, LLC
  22. 22. Mobile usability update… 26 Sept 2011 Jakob Nielsen Alertbox… http://bit.ly/aq2goa <ul><li>“ As long as users don't need to navigate, they might actually be okay when they're dumped into a site that works poorly on their phone... </li></ul><ul><li>“ But if users want to know more than what that one page offers, they'll suffer if they're stuck on the full site. That's when the link to the mobile site will come in handy.” </li></ul>Bob Johnson Consulting, LLC
  23. 23. How fast does your site load? http://bit.ly/bFHRP1 ... for Top 30 sites <ul><li>Where do you fit among these examples? </li></ul><ul><ul><li>Sears……. 3.59 seconds </li></ul></ul><ul><ul><li>Dell……. 5.23 seconds </li></ul></ul><ul><ul><li>Walgreen’s…… 6.29 seconds </li></ul></ul><ul><ul><li>Wal-Mart…… 6.32 seconds </li></ul></ul><ul><ul><li>Amazon.com…… 6.79 seconds </li></ul></ul><ul><ul><li>Barnes & Noble… 7.01 seconds </li></ul></ul><ul><ul><li>CVS….. 7.59 seconds </li></ul></ul><ul><ul><li>Lowe’s….. 7.66 seconds </li></ul></ul>Bob Johnson Consulting, LLC
  24. 24. Part III: Designing for mobile… Bob Johnson Consulting, LLC
  25. 25. Basic design rule for mobile… <ul><li>Keep things simple… </li></ul>Bob Johnson Consulting, LLC
  26. 26. First impression… this? Bob Johnson Consulting, LLC
  27. 27. First impression… or this? Bob Johnson Consulting, LLC
  28. 28. The Golden Rule remains… <ul><li>5 to 8 seconds to connect when a page opens </li></ul>Bob Johnson Consulting, LLC
  29. 29. The holy grail… one website <ul><li>One website for every access point </li></ul>Bob Johnson Consulting, LLC
  30. 30. Dilemma at the start… <ul><li>What do we do with content on “traditional” websites? </li></ul>Bob Johnson Consulting, LLC
  31. 31. We have to solve the dilemma… <ul><li>“ Short is too long. Ultra-short rules the day” in mobile content. </li></ul><ul><ul><li>Jakob Nielsen </li></ul></ul><ul><ul><li>Alertbox: August 1, 2011 http://bit.ly/pftKhp </li></ul></ul><ul><li>How much of your content is “dead” & “useless” junk that impedes navigation & search results? </li></ul><ul><ul><li>Gerry McGovern </li></ul></ul>Bob Johnson Consulting, LLC
  32. 32. Long necks and long tails… <ul><li>“ Much of the long tail is a dead zone… full of dead and useless content.” </li></ul><ul><ul><li>Gerry McGovern </li></ul></ul><ul><li>Long tail content gets found in search and included in links </li></ul><ul><li>“ Mobile” can’t afford this </li></ul>Bob Johnson Consulting, LLC
  33. 33. Can you answer this? <ul><li>How will you reduce links on your home page to 8 to 10 for a mobile site? </li></ul>Bob Johnson Consulting, LLC
  34. 34. How will you change this page… Bob Johnson Consulting, LLC
  35. 35. To this home page? Bob Johnson Consulting, LLC
  36. 36. Navigation by icons or… Bob Johnson Consulting, LLC
  37. 37. Navigation by words… Bob Johnson Consulting, LLC
  38. 38. Or give people a choice? Bob Johnson Consulting, LLC
  39. 39. After the home page… Bob Johnson Consulting, LLC
  40. 40. 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 CMS </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
  41. 41. Beware the iPhone tech 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
  42. 42. 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
  43. 43. Long links = easier 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><ul><li>On lists, leave enough space between words </li></ul>Bob Johnson Consulting, LLC
  44. 44. A caveat on program presentation… Bob Johnson Consulting, LLC
  45. 45. The NY Times goal for mobile… <ul><li>“ The Internet should work like it does on PC screens.” </li></ul>Bob Johnson Consulting, LLC
  46. 46. 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
  47. 47. The NY Times on mobile… Bob Johnson Consulting, LLC
  48. 48. Accessibility issues… <ul><li>Mobile web best practices from W3C </li></ul><ul><li>Mobile web guidelines at </li></ul><ul><ul><li>http://www.w3.org/TR/mobile-bp/ </li></ul></ul><ul><li>SlideShare review at http://slidesha.re/aec8DY </li></ul>Bob Johnson Consulting, LLC
  49. 49. Part IV: Mobile Marketing in Higher Education Bob Johnson Consulting, LLC
  50. 50. 1. Direct marketing focus… <ul><li>One goal: get an inquiry </li></ul>Bob Johnson Consulting, LLC
  51. 51. The first image… while it loads Bob Johnson Consulting, LLC
  52. 52. If you are a student like this… Bob Johnson Consulting, LLC
  53. 53. Very simple enrollment inquiry… Bob Johnson Consulting, LLC
  54. 54. Immediate email response… Bob Johnson Consulting, LLC
  55. 55. Email links to admissions page… http://www.kettering.edu/futurestudents/ Bob Johnson Consulting, LLC
  56. 56. 2. Task oriented home page… <ul><li>Focus on internal & external users is a special challenge… </li></ul>Bob Johnson Consulting, LLC
  57. 57. A task-oriented home page… Bob Johnson Consulting, LLC
  58. 58. No “finger flicking” here… Bob Johnson Consulting, LLC
  59. 59. Easy to scan academic majors… Bob Johnson Consulting, LLC
  60. 60. Clean, simple program page… Bob Johnson Consulting, LLC
  61. 61. 3. Successful search outcomes Bob Johnson Consulting, LLC
  62. 62. Easy to enter search word… Bob Johnson Consulting, LLC
  63. 63. Well presented content… Bob Johnson Consulting, LLC
  64. 64. 3. Text messaging option <ul><li>Find high interest inquiries early in the recruitment cycle…… </li></ul>Bob Johnson Consulting, LLC
  65. 65. 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
  66. 66. 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
  67. 67. 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
  68. 68. 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
  69. 69. Ongoing contact to increase conversion… Text messaging each month as the recruitment cycle unfolds… Bob Johnson Consulting, LLC
  70. 70. Build internal opt-in database… http://www.stmarytx.edu/admission/?go=mobileupdates Bob Johnson Consulting, LLC
  71. 71. 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
  72. 72. 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
  73. 73. 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
  74. 74. 4. QR Codes <ul><li>Using in print advertising, view books, printed recruitment pieces, college fair exhibits </li></ul>Bob Johnson Consulting, LLC
  75. 75. Get started here… http://en.wikipedia.org/wiki/QR_code Bob Johnson Consulting, LLC
  76. 76. QR code use in the U.S.… 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
  77. 77. Good advice in 2011… http://bit.ly/q2QWrW <ul><li>Test the code with different readers </li></ul><ul><li>Be careful w/ text or it might break the code </li></ul><ul><li>Link to mobile pages </li></ul><ul><li>Don’t use where people can’t connect </li></ul><ul><li>Offer value at the destination </li></ul>Bob Johnson Consulting, LLC
  78. 78. If you use QR codes… <ul><li>Essential to create a mobile friendly landing page for quick scan… </li></ul><ul><li>2 Sky magazine May 2011 examples </li></ul>Bob Johnson Consulting, LLC
  79. 79. Not-so-good landing page… Bob Johnson Consulting, LLC
  80. 80. Mobile friendly landing page… Bob Johnson Consulting, LLC
  81. 81. Experiment at “QR Stuff”… http://www.qrstuff.com/ Bob Johnson Consulting, LLC
  82. 82. 5. Online Mobile Application <ul><li>University of the Pacific received 10% of undergraduate applications in 2010 from mobile phones </li></ul>Bob Johnson Consulting, LLC
  83. 83. Online application can work… Bob Johnson Consulting, LLC
  84. 84. Including international students… Bob Johnson Consulting, LLC
  85. 85. Professional school application… Atlanta’s John Marshall Law School… m.johnmarshall.edu/apply/ Bob Johnson Consulting, LLC
  86. 86. Part IV: Future Mobile Marketing Challenges <ul><li>Legal </li></ul><ul><li>Technical </li></ul><ul><li>Management </li></ul>Bob Johnson Consulting, LLC
  87. 87. 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>Nokia </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
  88. 88. Legal challenges in U.S.… <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
  89. 89. 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
  90. 90. 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 question hinder mobile websites? </li></ul></ul>Bob Johnson Consulting, LLC
  91. 91. Video challenges… <ul><li>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
  92. 92. Part IV: Sources of Information to Follow Bob Johnson Consulting, LLC
  93. 93. Mobile Marketing Association… http://mmaglobal.com/policies Bob Johnson Consulting, LLC
  94. 94. Mobile Marketer… http://www.mobilemarketer.com/ Bob Johnson Consulting, LLC
  95. 95. 210 Design Guidelines… http://www.nngroup.com/reports/mobile/ Bob Johnson Consulting, LLC
  96. 96. Government guide to top tasks… http://1.usa.gov/4kgbK8 Bob Johnson Consulting, LLC
  97. 97. Bob Johnson’s marketing blog… http://www.bobjohnsonblog.com/mobile-marketing/ Bob Johnson Consulting, LLC
  98. 98. Mobile in Higher Ed blog… http://www.dmolsen.com/mobile-in-higher-ed/ Bob Johnson Consulting, LLC
  99. 99. MIT Open Source code for mobile… http://sourceforge.net/projects/mitmobileweb/ Bob Johnson Consulting, LLC
  100. 100. mobiThinking for international… http://mobithinking.com/ Bob Johnson Consulting, LLC
  101. 101. 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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