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The effectiveness of mobile lead generation in higher ed
The effectiveness of mobile lead generation in higher ed
The effectiveness of mobile lead generation in higher ed
The effectiveness of mobile lead generation in higher ed
The effectiveness of mobile lead generation in higher ed
The effectiveness of mobile lead generation in higher ed
The effectiveness of mobile lead generation in higher ed
The effectiveness of mobile lead generation in higher ed
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The effectiveness of mobile lead generation in higher ed

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It turns out that mobile can be a great platform for generating student leads for higher ed student recruitment.

It turns out that mobile can be a great platform for generating student leads for higher ed student recruitment.

Published in: Marketing, Business, Technology
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  • 1. The Effectiveness of Mobile Lead Generation in Higher Ed Slide 1 The Effectiveness of Mobile Lead Generation in Higher Ed
  • 2. The Effectiveness of Mobile Lead Generation in Higher Ed Slide 2 1) Mobile campaigns 2) Most mobile lead generation forms are simpler and less threatening 3) Mobile is a much more “directed” search platform 4) Mobile search is used to find local information 5) Mobile leads to action Overview Source: Higher Education Marketing – The Effectiveness of Mobile Lead Generation in Higher Ed
  • 3. The Effectiveness of Mobile Lead Generation in Higher Ed Slide 3  In recent examples where we’ve split off and launched mobile-only PPC campaigns to parallel existing PPC campaigns, we have seen lifts in conversion rate from baselines of around 5% to anywhere up to 18%.  That’s a pretty amazing result in any market but it turns out this is not unique to higher education.  With a bit of research on the web you will find many corroborating studies and reports that confirm that mobile is generally getting higher click through and conversion rates than traditional desktop format marketing.  So what’s different about mobile lead generation and what are the factors that are influencing these results? 1. Mobile campaigns Source: Higher Education Marketing – The Effectiveness of Mobile Lead Generation in Higher Ed
  • 4. The Effectiveness of Mobile Lead Generation in Higher Ed Slide 4  Out of necessity, most mobile lead gen forms, on websites or on mobile PPC landing pages, keep it really simple, often only requesting full name and email, as above .  This makes good sense given the challenges of typing and the limited attention span of a visitor using a smart phone.  It is also generally accepted that by keeping the number of fields to an absolute minimum that you will scare away the least number of prospects, who are afraid of being put into a hard sell sales cycle they if they provide phone number and address details. 2. Most mobile lead generation forms are simpler and less threatening Source: Higher Education Marketing – The Effectiveness of Mobile Lead Generation in Higher Ed
  • 5. The Effectiveness of Mobile Lead Generation in Higher Ed Slide 5  Searching on a mobile device often has different intent from the kind of searching we do on a desktop or with a tablet.  Mobile searching is very directed, “mission-based” searching.  If, in the moment, what we are doing in the real world, is more import than what we are doing in the virtual world, then we want to get in, find what we want, and get out.  Mobile facilitates this type of searching best.  In this type of a search it is reasonable to expect that prospect students would convert on an information request goal more readily than when in exploration mode while sitting at home on their desktop in the evening when the have more time to gather and consider the nuances of the information they find. 3. Mobile is a much more “directed” search platform Source: Higher Education Marketing – The Effectiveness of Mobile Lead Generation in Higher Ed
  • 6. The Effectiveness of Mobile Lead Generation in Higher Ed Slide 6  Mobile devices seem to be an almost perfect direct response medium.  70% of mobile searches lead to action within 1 hour. 90% eventually lead to action  90% of leads from other sources do not take action, leading to 2-5 % conversion rates  61% of mobile searches lead to an inbound phone call  Inbound phone calls generally convert at 10 to 15 times the rate of other leads.  The success of mobile in producing inbound prospect phone calls is an aspect that should be considered closely to effect a closer integration of inbound marketing with your school's admissions call centre. 4. Mobile leads to action Source: Higher Education Marketing – The Effectiveness of Mobile Lead Generation in Higher Ed
  • 7. The Effectiveness of Mobile Lead Generation in Higher Ed Slide 7  Mobile has demonstrated its chops to us as an effective tactic in higher ed lead generation.  Lead quality and conversion to student rates remain to be seen down the road but there are high hopes that these leads will prove to be of high value. 4. Mobile leads to action Source: Higher Education Marketing – The Effectiveness of Mobile Lead Generation in Higher Ed
  • 8. The Effectiveness of Mobile Lead Generation in Higher Ed Slide 8 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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