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

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

Part I: Overview for 2011… and onward Strategy imperative… Remember the land-line telephone? Bob Johnson Consulting, LLC

Key Strategy Challenge: ,[object Object],Bob Johnson Consulting, LLC

Helping or hurting your brand reputation… ,[object Object],[object Object],Bob Johnson Consulting, LLC

Growing expectation… ,[object Object],Bob Johnson Consulting, LLC

25% smartphones world wide… http://bit.ly/grclDr Bob Johnson Consulting, LLC

Use of mobile for social media… http://bit.ly/grclDr Bob Johnson Consulting, LLC

Major reason people go to any website… ,[object Object],Bob Johnson Consulting, LLC

Gerry McGovern: ,[object Object],Bob Johnson Consulting, LLC

Content strategy question: ,[object Object],Bob Johnson Consulting, LLC

Top tasks for recruitment might be… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Mobile App or Mobile Website? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

If you’re thinking about an app… Bob Johnson Consulting, LLC

Prediction for 2015… http://bit.ly/mPtumX ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Part II: Basic Usability Issues ,[object Object],Bob Johnson Consulting, LLC

Main mobile challenges… Jakob Nielsen at http://bit.ly/iqAv8 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Meet challenges and success grows… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Mobile usability update… 26 Sept 2011 Jakob Nielsen Alertbox… http://bit.ly/aq2goa ,[object Object],Bob Johnson Consulting, LLC

Mobile usability update… 26 Sept 2011 Jakob Nielsen Alertbox… http://bit.ly/aq2goa ,[object Object],[object Object],Bob Johnson Consulting, LLC

How fast does your site load? http://bit.ly/bFHRP1 ... for Top 30 sites ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Part III: Designing for mobile… Bob Johnson Consulting, LLC

Basic design rule for mobile… ,[object Object],Bob Johnson Consulting, LLC

First impression… this? Bob Johnson Consulting, LLC

First impression… or this? Bob Johnson Consulting, LLC

The Golden Rule remains… ,[object Object],Bob Johnson Consulting, LLC

The holy grail… one website ,[object Object],Bob Johnson Consulting, LLC

Dilemma at the start… ,[object Object],Bob Johnson Consulting, LLC

We have to solve the dilemma… ,[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Long necks and long tails… ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Can you answer this? ,[object Object],Bob Johnson Consulting, LLC

How will you change this page… Bob Johnson Consulting, LLC

To this home page? Bob Johnson Consulting, LLC

Navigation by icons or… Bob Johnson Consulting, LLC

Navigation by words… Bob Johnson Consulting, LLC

Or give people a choice? Bob Johnson Consulting, LLC

After the home page… Bob Johnson Consulting, LLC

3 approaches to a mobile site… http://bit.ly/nMPJSk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Beware the iPhone tech trap… ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Keep graphics small & relevant… ,[object Object],[object Object],Bob Johnson Consulting, LLC

Long links = easier navigation… ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

A caveat on program presentation… Bob Johnson Consulting, LLC

The NY Times goal for mobile… ,[object Object],Bob Johnson Consulting, LLC

Can we meet this challenge? ,[object Object],[object Object],Bob Johnson Consulting, LLC

The NY Times on mobile… Bob Johnson Consulting, LLC

Accessibility issues… ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Part IV: Mobile Marketing in Higher Education Bob Johnson Consulting, LLC

1. Direct marketing focus… ,[object Object],Bob Johnson Consulting, LLC

The first image… while it loads Bob Johnson Consulting, LLC

If you are a student like this… Bob Johnson Consulting, LLC

Very simple enrollment inquiry… Bob Johnson Consulting, LLC

Immediate email response… Bob Johnson Consulting, LLC

Email links to admissions page… http://www.kettering.edu/futurestudents/ Bob Johnson Consulting, LLC

2. Task oriented home page… ,[object Object],Bob Johnson Consulting, LLC

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

3. Successful search outcomes Bob Johnson Consulting, LLC

Easy to enter search word… Bob Johnson Consulting, LLC

Well presented content… Bob Johnson Consulting, LLC

3. Text messaging option ,[object Object],Bob Johnson Consulting, LLC

High interest students: 2010… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

High interest students: 2011… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

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

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

Ongoing contact to increase conversion… Text messaging each month as the recruitment cycle unfolds… Bob Johnson Consulting, LLC

Build internal opt-in database… http://www.stmarytx.edu/admission/?go=mobileupdates Bob Johnson Consulting, LLC

Not yet applied for admission… ,[object Object],Bob Johnson Consulting, LLC

Join our online community… ,[object Object],Bob Johnson Consulting, LLC

Register for Orientation… ,[object Object],Bob Johnson Consulting, LLC

4. QR Codes ,[object Object],Bob Johnson Consulting, LLC

Get started here… http://en.wikipedia.org/wiki/QR_code Bob Johnson Consulting, LLC

QR code use in the U.S.… http://bit.ly/lpcggL ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Good advice in 2011… http://bit.ly/q2QWrW ,[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

If you use QR codes… ,[object Object],[object Object],Bob Johnson Consulting, LLC

Not-so-good landing page… Bob Johnson Consulting, LLC

Mobile friendly landing page… Bob Johnson Consulting, LLC

Experiment at “QR Stuff”… http://www.qrstuff.com/ Bob Johnson Consulting, LLC

5. Online Mobile Application ,[object Object],Bob Johnson Consulting, LLC

Online application can work… Bob Johnson Consulting, LLC

Including international students… Bob Johnson Consulting, LLC

Professional school application… Atlanta’s John Marshall Law School… m.johnmarshall.edu/apply/ Bob Johnson Consulting, LLC

Part IV: Future Mobile Marketing Challenges ,[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Continuing provider challenges… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Legal challenges in U.S.… ,[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Technical challenges… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Management challenges… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

Video challenges… ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC

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

210 Design Guidelines… http://www.nngroup.com/reports/mobile/ Bob Johnson Consulting, LLC

Government guide to top tasks… http://1.usa.gov/4kgbK8 Bob Johnson Consulting, LLC

Bob Johnson’s marketing blog… http://www.bobjohnsonblog.com/mobile-marketing/ 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

mobiThinking for international… http://mobithinking.com/ Bob Johnson Consulting, LLC

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

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