Mobile Marketing; Strategy Challenges for Advancement and Enrollment
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    Mobile Marketing; Strategy Challenges for Advancement and Enrollment Mobile Marketing; Strategy Challenges for Advancement and Enrollment Presentation Transcript

    • 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
    • How small will things get? http://bit.ly/d9ihtP
    • Key Strategy Question:
      • Why should I put scarce resources into mobile marketing?
    • The answer…
      • Website experience shapes brand perception…
    • Major reason people go to a website…
      • Complete a task
    • The Golden Rule…
      • 5 seconds to connect
    • “ Mobile” is all about…
      • Constant available access…
    • Growing expectation…
      • A “mobile friendly” website
    • Tales from the Research Pew Internet & American Life Project “ Mobile Access 2010” http://bit.ly/cqxi6D
    • 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%
    • “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%
    • 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%
    • Tales from the Research E-Expectations Survey 2010 College bound high school seniors http://bit.ly/dvQldm
    • 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%
    • Most desired interactive tasks…
      • The top 4 favored tasks:
        • Online application… 91%
        • Campus visit request form… 77%
        • Cost calculator… 68%
        • Online course catalog… 67%
    • Tales from the Research “ Mobile User Experience Is Miserable” Jakob Nielsen: July 2009 Alertbox http://bit.ly/2LgE4j
    • Main mobile problems…
      • 4 major problems
        • Small screens
        • Awkward input
        • Slow downloads
        • Poor design for mobile
    • 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 ◄
    • State of Mobile Marketing
      • Best uses for “mobile”…
      • Your regular website is not obsolete
    • Not likely on mobile…
      • Major product research
      • Complicated financials
    • Mobile tasks: recruitment
      • Find academic program list
      • Register for a campus visit
      • Inquire about enrollment… if simple
      • Check application status
      • Pay an enrollment deposit
    • Mobile tasks: advancement
      • Check sports event results
      • Request a transcript
      • Add a class note
      • Make a homecoming reservation
      • Locate parking
      • Find a campus meeting
    • 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
    • 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
    • The NY Times on mobile…
    • 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
    • Mobile Marketing in Higher Education
      • Kettering University
      • College of Charleston
    • The first image… while it loads
    • At the site… brand imprint
    • Ready to inquire?… one step
    • Immediate email response…
    • A task-oriented home page…
    • No “finger flicking” here…
    • Easy to scan academic majors…
    • Clean, simple program page…
    • Mobile access to your website…
    • 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
    • Building a database: Recruitment http://www.stmarytx.edu/admission/?go=mobileupdates
    • Building a database: Alumni http://mnusports.com/member/sms_signup.aspx
    • 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
    • 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
    • Information Sources to Follow
    • Mobile Marketing Association… http://mmaglobal.com/policies
    • Mobile Marketing Handbook http://www.mobilemarketinghandbook.com/
    • Mobile Marketer http://www.mobilemarketer.com/
    • Mobile in Higher Ed blog http://www.dmolsen.com/mobile-in-higher-ed/
    • Mongoose Research http://www.mongooseresearch.com/
    • Jakob Nielsen Usability Report… http://www.nngroup.com/reports/mobile/