Mobile Matters Webcast

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  • 1. Mobile MattersBob Johnson & Brian Niles
  • 2. ExpectationsKey Mobile Marketing Facts 5 Key Takeaways A Bunch of Examples The Next “fof” Webcast
  • 3. But firstsome key facts
  • 4. Smartphones in the U.S. 35% of people 18+ have smartphones 25% of smartphone owners go online “mostly” with the phone Expect both percentages to increaseHighest ownership and use: 26 to 34 years http://pewinternet.org/Reports/2011/Smartphones.aspx
  • 5. Interactive tasks for mobile Calculate college costs … 77% Calculate scholarships … 75% Schedule a visit … 65% Watch videos … 64% Access social media … 62% IM admissions reps … 52% Complete application form … 44% bit.ly/q8XfvB
  • 6. #1“You don’t have a mobile strategy, you have a top task strategy.” Gerry McGovern, Founder, Customer Carewords
  • 7. How willyou changethis page?
  • 8. To thispage?
  • 9. #2“Short is too long. Ultra-short rules the day.” Jakob Nielsen Alertbox: August 1, 2011 bit.ly/pftKhp
  • 10. Top tasks = 5% to 25% of your content “Much of the long tail is a dead zone … full of dead and useless content.” Gerry McGovern
  • 11. #3Engage visitors in 5 seconds Start home page with majoraudiences or top tasks … not both
  • 12. Audiencepaths…
  • 13. Top tasks: in symbols or words
  • 14. #4Don’t frustrate people withquick switch from mobile to regular web pages
  • 15. Transitions like this will kill you
  • 16. #5 QR codes must lead to mobile friendly pages2 examples from Skymiles magazine
  • 17. Mobile friendly landing page
  • 18. Not-so-good landing page
  • 19. #6Recruiter’s need real-timeaccess to student data — EVERYWHERE!
  • 20. Summary Top Task Strategy Ultra-short Rules the Day 5 Second EngagementAvoid Mobile-to-Regular Switch QR Code to Mobile Recruiter’s Mobile Access
  • 21. Bob Johnson, Ph.D. President, Bob Johnson Consulting LLC Marshall, MI 49068 • 248.766.6425Top Task Website Research bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com Twitter: @highedmarketing
  • 22. Watch it again! facebook.com/ targetx
  • 23. Admissions’ Wish List for Santa
  • 24. Mobile MattersBob Johnson & Brian Niles