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Mobile Marketing; Strategy Challenges for Advancement and Enrollment

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  • 1. Mobile Marketing: Strategy Challenges for Advancement and Enrollment ©Robert E. Johnson, Ph.D. 2010 American Marketing Association Social Media and Mobile Marketing for Higher Ed Institutions September 22, 2010
  • 2. How small will things get? http://bit.ly/d9ihtP
  • 3. Key Strategy Question:
    • Why should I put scarce resources into mobile marketing?
  • 4. The answer…
    • Website experience shapes brand perception…
  • 5. Major reason people go to a website…
    • Complete a task
  • 6. The Golden Rule…
    • 5 seconds to connect
  • 7. “ Mobile” is all about…
    • Constant available access…
  • 8. Growing expectation…
    • A “mobile friendly” website
  • 9. Tales from the Research Pew Internet & American Life Project “ Mobile Access 2010” http://bit.ly/cqxi6D
  • 10. Mobile phone use, 2009 to 2010
    • 80% of adults (18+) own mobile phones in 2010… no change from 2009
      • Take a picture…. 66 to 76%
      • Send & receive text messages… 65 to 72%
      • Send & receive email… 25 to 34%
      • Access the Internet… 25 to 38%
      • Send & receive instant messages… 20 to 30%
      • Record video… 19 to 34%
  • 11. “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…
      • Purchased a product… 20%
  • 12. First time questions in 2010…
    • Do you use your phone to…
      • Send a photo or video… 54%
      • Access a social networking site… 23%
      • Watch a video… 20%
      • Purchased a product… 11%
      • Gave to a charity… 11%
  • 13. Tales from the Research E-Expectations Survey 2010 College bound high school seniors http://bit.ly/dvQldm
  • 14. Mobile-related findings…
    • 24% might drop a college after a poor web experience
    • 23% have searched college websites from smartphones ◄
    • Most desired web content:
      • Information on academics… 54%
        • List of academic programs… 28%
      • Cost related information… 30%
  • 15. Most desired interactive tasks…
    • The top 4 favored tasks:
      • Online application… 91%
      • Campus visit request form… 77%
      • Cost calculator… 68%
      • Online course catalog… 67%
  • 16. Tales from the Research “ Mobile User Experience Is Miserable” Jakob Nielsen: July 2009 Alertbox http://bit.ly/2LgE4j
  • 17. Main mobile problems…
    • 4 major problems
      • Small screens
      • Awkward input
      • Slow downloads
      • Poor design for mobile
  • 18. 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 ◄
  • 19. State of Mobile Marketing
    • Best uses for “mobile”…
    • Your regular website is not obsolete
  • 20. Not likely on mobile…
    • Major product research
    • Complicated financials
  • 21. Mobile tasks: recruitment
    • Find academic program list
    • Register for a campus visit
    • Inquire about enrollment… if simple
    • Check application status
    • Pay an enrollment deposit
  • 22. Mobile tasks: advancement
    • Check sports event results
    • Request a transcript
    • Add a class note
    • Make a homecoming reservation
    • Locate parking
    • Find a campus meeting
  • 23. 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
  • 24. Make things easy in mobile…
    • “ 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
  • 25. The NY Times on mobile…
  • 26. Build a new mobile site?
    • “ Mobilize, don’t miniaturize”… anon.
      • “… 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
  • 27. Mobile Marketing in Higher Education
    • Kettering University
    • College of Charleston
  • 28. The first image… while it loads
  • 29. At the site… brand imprint
  • 30. Ready to inquire?… one step
  • 31. Immediate email response…
  • 32. A task-oriented home page…
  • 33. No “finger flicking” here…
  • 34. Easy to scan academic majors…
  • 35. Clean, simple program page…
  • 36. Mobile access to your website…
  • 37. Texting…
    • Ongoing communication for those who opt-in to receive it
      • Athletic scores
      • Recruitment events
      • Important news updates
    • Rules similar to email:
      • Must opt-in
      • Easy to opt-out
  • 38. Building a database: Recruitment http://www.stmarytx.edu/admission/?go=mobileupdates
  • 39. Building a database: Alumni http://mnusports.com/member/sms_signup.aspx
  • 40. A short summary…
    • Strategy: prepare now to give future students and young alumni mobile access
      • Identify key tasks for future students and alumni that are “mobile friendly.”
      • Use analytics to monitor rise of mobile access
      • Give resource priority to mobile site over mobile apps if you must
    • Ability in mobile will influence perception of your brand
  • 41. 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
  • 42. Information Sources to Follow
  • 43. Mobile Marketing Association… http://mmaglobal.com/policies
  • 44. Mobile Marketing Handbook http://www.mobilemarketinghandbook.com/
  • 45. Mobile Marketer http://www.mobilemarketer.com/
  • 46. Mobile in Higher Ed blog http://www.dmolsen.com/mobile-in-higher-ed/
  • 47. Mongoose Research http://www.mongooseresearch.com/
  • 48. Jakob Nielsen Usability Report… http://www.nngroup.com/reports/mobile/