What Grade Does Your Marketing Deserve?

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  • 1. What Grade Does Your Marketing Deserve? American Marketing Association New York Capital Region Chapter Albany, NY – September 9, 2010
  • 2. Your primary websites…
    • “Traditional” websites still important for strong marketing
  • 3. 5 key points about things online…
    • People are impatient
    • People are impatient
    • People are impatient
    • People are impatient
    • People are impatient
    Bob Johnson Consulting, LLC
  • 4. Major reason people go to a website…
    • Complete a task
  • 5. The Golden Rule…
    • 5 seconds to connect
  • 6. Most common complaint…
    • Confusing menus and links…
  • 7. Distance learning students…
  • 8. Easy to find academic programs… http://www.devry.edu/
  • 9. Easier to complete key tasks… http://umanitoba.ca/
  • 10. Easy to complete inquiry forms… DeVry University……………Creighton University
  • 11. The new “mobile” world…
    • Less room for mistakes
    • Less room for “fashion” content
  • 12. Track mobile website access…
  • 13. “Young adults” 18 to 29… Pew Internet and American Life Project
    • 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. Slightly older adults… 30-49
    • Also use “mobile” in many areas…
      • Send/receive text messages… 82%
      • Take a photo.. 83%
      • Access Internet… 43%
      • Send/receive email… 37%
      • Use social networking site… 23%
    • Online purchasing is quite low…
      • Purchased a product… 11%
  • 15. Opening view…
  • 16. Scan without “finger flicks”…
  • 17. Read without “finger flicks”…
  • 18. Mobile world inquiry form… Kettering University
  • 19. What role for print?
    • Less and less…
    • Accept letter, financial aid letter for now
    • Viewbook photo album as “first response”
  • 20. “ Right for the web” viewbook… http://www.risd.edu/graduate/
  • 21. Impact of the iPad-type device?
  • 22. Peter Drucker in 1995 on the future…
    • Technology, market demands will rule…
    • End of what we know today by 2025
  • 23. 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