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Mobile MattersBob Johnson & Brian Niles
ExpectationsKey Mobile Marketing Facts     5 Key Takeaways   A Bunch of Examples  The Next “fof” Webcast
But firstsome key facts
Smartphones in the U.S.  35% of people 18+ have smartphones  25% of smartphone owners go online        “mostly” with the p...
Interactive tasks for mobile  Calculate college costs … 77%  Calculate scholarships … 75%     Schedule a visit … 65%      ...
#1“You don’t have a mobile strategy,  you have a top task strategy.”          Gerry McGovern,     Founder, Customer Carewo...
How willyou changethis page?
To thispage?
#2“Short is too long. Ultra-short        rules the day.”          Jakob Nielsen    Alertbox: August 1, 2011          bit.l...
Top tasks = 5% to 25% of your content                     “Much of the                   long tail is a dead              ...
#3Engage visitors in 5 seconds   Start home page with majoraudiences or top tasks … not both
Audiencepaths…
Top tasks: in symbols or words
#4Don’t frustrate people withquick switch from mobile to    regular web pages
Transitions like this will kill you
#5        QR codes must lead to        mobile friendly pages2 examples from Skymiles magazine
Mobile friendly landing page
Not-so-good landing page
#6Recruiter’s need real-timeaccess to student data —     EVERYWHERE!
Summary       Top Task Strategy   Ultra-short Rules the Day    5 Second EngagementAvoid Mobile-to-Regular Switch      QR C...
Bob Johnson, Ph.D.   President, Bob Johnson Consulting LLC      Marshall, MI 49068 • 248.766.6425Top Task Website Research...
Watch it again!  facebook.com/      targetx
Admissions’ Wish List for Santa
Mobile MattersBob Johnson & Brian Niles
Mobile Matters Webcast
Mobile Matters Webcast
Mobile Matters Webcast
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Mobile Matters Webcast

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Transcript of "Mobile Matters Webcast"

  1. 1. Mobile MattersBob Johnson & Brian Niles
  2. 2. ExpectationsKey Mobile Marketing Facts 5 Key Takeaways A Bunch of Examples The Next “fof” Webcast
  3. 3. But firstsome key facts
  4. 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. 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. 6. #1“You don’t have a mobile strategy, you have a top task strategy.” Gerry McGovern, Founder, Customer Carewords
  7. 7. How willyou changethis page?
  8. 8. To thispage?
  9. 9. #2“Short is too long. Ultra-short rules the day.” Jakob Nielsen Alertbox: August 1, 2011 bit.ly/pftKhp
  10. 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. 11. #3Engage visitors in 5 seconds Start home page with majoraudiences or top tasks … not both
  12. 12. Audiencepaths…
  13. 13. Top tasks: in symbols or words
  14. 14. #4Don’t frustrate people withquick switch from mobile to regular web pages
  15. 15. Transitions like this will kill you
  16. 16. #5 QR codes must lead to mobile friendly pages2 examples from Skymiles magazine
  17. 17. Mobile friendly landing page
  18. 18. Not-so-good landing page
  19. 19. #6Recruiter’s need real-timeaccess to student data — EVERYWHERE!
  20. 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. 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. 22. Watch it again! facebook.com/ targetx
  23. 23. Admissions’ Wish List for Santa
  24. 24. Mobile MattersBob Johnson & Brian Niles
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