Matt Collins, Global Director of App&Partner Marketing at Microsoft, talked about the potential and pitfalls of mobile marketing, and how to manage a successful mobile marketing campaign in education and student recruitment.

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Matt Collins
Global Director of App &
Partner Marketing
Achieving Relevance in a
Mobile Age
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What marketing in 2013 can feel like.
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The opportunity is massive
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27%
Q1’14
internet
traffic
from
mobile
devices
58%
Share
of
smartphones,
2013
12%/3%
Time
with
media
spent
on
mobile/share
of
media
spend
58M
Q1’14
tablet
shipments
Sources:
Mary
Meeker
2013
Internet
report;
IDC
Wpromote
Q1’14
internet
traffic
study
Strategy
Analytics
tablets
shipment
report

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Business successes emerging
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59%
of
total
revenue,
Q1’14
29%
of
holiday
e-­‐commerce,
2013

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20%
On mobile web
80%
Time spent in apps

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Mobile is also filled with hazards7

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!
DISTRIBUTION
TENDS TO
FAVOR MOST
POPULAR APPS.

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Components of a higher education
mobile marketing strategy
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Mobile
Web
Apps
Push
to
call/
SMS
ACQUIRE/RECRUIT
Responsive
web
design
Call-­‐to-­‐action:
call,
request
a
brochure
APPLY
App
or
web
Track
your
application
Schedule
interview
or
campus
visit
CONNECT
Alumni
network
access
Job
&
internship
postings
Relevant
coursework
&
professors

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The “If You Build It, They Will Come”
days are over.!
!
You need a go-to-market plan.
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Mobile marketing levers
Integrated with other channels and data collection resources. Made to engage.
• In-app, search, and mobile web advertising
• App install programs
• App store optimization
• Push notifications
• Comms
• Geo-fencing
• Online/offline targeting
• Events
• Video
• Text messaging
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Mobile
Retail
Comms
Events
&
OoH
Digital
Sponsorship
s,
Promos
Direct
response
Social
media

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Measurement
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Active
usersDownloads
Time
spent
in
app High value activities
Conversions User
ratings/quality

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Summary
• Mobile’s potential and pitfalls
!
• Driving successful mobile outcomes is hard but not
insurmountable
!
• Overcoming the headwinds requires campaign integration,
sensitivity to customer concerns, smart partnering, ongoing
optimization, and relentless focus on KPIs/metrics
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Thank you
Matt Collins
matt.c.collins@microsoft.com
+1 (914) 826-­‐4265
@amherstmatt
mattcollinsblog.com
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