Are you ready to recruit the mobile only prospective student?

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With the mobile-only prospective student, you will have to accomplish all of your communication goals, pass through all of the conversion points in your recruitment funnel , and ultimately register the student through their mobile device only.

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Are you ready to recruit the mobile only prospective student?

  1. 1. Are You Ready to Recruit the Mobile-Only Prospective Student? Slide 1 Are You Ready to Recruit the Mobile-Only Prospective Student?
  2. 2. Are You Ready to Recruit the Mobile-Only Prospective Student? Slide 2 1) Mobile-Only 2) The Mobile-Only Prospective Student 3) A Few Stats 4) Web Design 5) A Few Questions Overview Source: Higher Education Marketing – Are You Ready to Recruit the Mobile-Only Prospective Student?
  3. 3. Are You Ready to Recruit the Mobile-Only Prospective Student? Slide 3  You’ve probably heard the term “mobile-only” but haven’t really thought too much about it.  So let’s start by defining it:  Mobile-only internet users are individuals who use a mobile device only to access the internet.  Mobile-only includes the use of smart phones and tablets but excludes laptops and desktops.  Mobile-only internet users are a growing population of individuals from across a wide spectrum of demographic profiles and personas.  They use their mobile devices for all of their web browsing. 1. Mobile Only Source: Higher Education Marketing – Are You Ready to Recruit the Mobile-Only Prospective Student?
  4. 4. Are You Ready to Recruit the Mobile-Only Prospective Student? Slide 4  The mobile-only prospective student is not just mobile-first, they are “mobile-primary”.  They do not go home and crank up their laptop or desktop to browse the deeper content of your site.  With this prospect you will have to accomplish all of your communication goals, pass through all of the conversion points in your recruitment funnel, and ultimately register the student through their mobile device only. 2. The Mobile-Only Prospective Student Source: Higher Education Marketing – Are You Ready to Recruit the Mobile-Only Prospective Student?
  5. 5. Are You Ready to Recruit the Mobile-Only Prospective Student? Slide 5  Here are a few statistics about who they are, how they behave and why they should be on your college or university recruitment marketing radar:  6% are all internet users are mobile-only - Emarketer  14% of women, 25-49 access the internet mobile-only - Mobile Marketer  20 % of Amazon and Wikipedia’ s traffic is from mobile-only users - Comscore  50% of internet users in India are mobile-only - India Times  51% of African- Americans do most of their browsing on their phone - Pew Internet  By 2015 there will be 788 million mobile-only users – Cisco 3. A Few Stats Source: Higher Education Marketing – Are You Ready to Recruit the Mobile-Only Prospective Student?
  6. 6. Are You Ready to Recruit the Mobile-Only Prospective Student? Slide 6  Responsive website design has made great inroads in higher ed to provide the mobile user with a much improved visitor experience.  The concept of mobile-first design has refocused the approach of web designers on how to prioritize and structure content for the smart phone and tablet using visitor, while still addressing the overall needs of desktop browsing.  Many schools, due to past investments and redesign cycles do however maintain alternative mobile sites.  Mobile sites allow you to really take advantage of the mobile context and provide something quite unique to the visitor. 4. Web Design Source: Higher Education Marketing – Are You Ready to Recruit the Mobile-Only Prospective Student?
  7. 7. Are You Ready to Recruit the Mobile-Only Prospective Student? Slide 7  But unfortunately, this same flexibility often leads to poor mobile sites where students are only offered a thin subset of the content available on the desktop site.  Of course, the third approach to providing your content to the mobile user involves the development of a unique mobile app for your institution, often marrying different aspects of existing web content and online information services in a branded app delivered to a “captive” audience. 4. Web Design Source: Higher Education Marketing – Are You Ready to Recruit the Mobile-Only Prospective Student?
  8. 8. Are You Ready to Recruit the Mobile-Only Prospective Student? Slide 8  So here are a a few questions to help begin to plan for the new mobile-only prospect “persona”:  Are your analytics set up to properly track your mobile goals, sites and visitors?  Should you increase your investment in SEO to increase your mobile site rankings?  Mobile PPC is a different animal from desktop PPC. Learn before you leap.  Is all of your mission critical content and registration functionality available on mobile?  How should your content strategy evolve to include the expanding mobile world?  Should you migrate existing marketing collateral over to be more mobile friendly?  Social media thrives in the mobile environment. Are you social media channels optimized? Are you staffed adequately to engage effectively? 5. A Few Questions Source: Higher Education Marketing – Are You Ready to Recruit the Mobile-Only Prospective Student?
  9. 9. Are You Ready to Recruit the Mobile-Only Prospective Student? Slide 9 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+
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