Mobile Marketing in Higher Education: Challenges and Opportunities

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Mobile Marketing in Higher Education: Challenges and Opportunities

  1. 1. Bob Johnson Consulting, LLC<br />1<br />Mobile Marketingin Higher Education: Challenges & Opportunities©Robert E. Johnson, Ph.D. 2011<br />SUNYCUAD – 2011 Educational Conference<br />Saratoga Springs, NY<br />June 8 - 10, 2011<br />
  2. 2. Part I: An Overview<br />Bob Johnson Consulting, LLC<br />2<br />
  3. 3. Bob Johnson Consulting, LLC<br />3<br />6 perils with anything online…<br />People are impatient<br />People are impatient<br />People are impatient<br />People are impatient<br />People are impatient<br />People are impatient<br />Bob Johnson Consulting, LLC<br />
  4. 4. Bob Johnson Consulting, LLC<br />4<br />Key Strategy Issue:<br /><ul><li>Why should I put scarce resources into mobile marketing?</li></li></ul><li>Bob Johnson Consulting, LLC<br />5<br />The critical answer…<br /><ul><li>Website experience shapes brand perception…</li></li></ul><li>Bob Johnson Consulting, LLC<br />6<br />Growing expectation…<br /><ul><li>A “mobile friendly” website</li></li></ul><li>Bob Johnson Consulting, LLC<br />7<br />Major reason people go to any website…<br /><ul><li>Complete a task</li></li></ul><li>Top mobile task challenges forhigher education?<br />For recruitment<br />Find academic program list<br />Inquire about enrollment<br />Apply online<br />Directions to campus<br />Check application status<br />For Advancement<br />Submit a class note<br />Read a class note<br />Make a donation<br />Register for class reunion<br />Reunion event details<br />Bob Johnson Consulting, LLC<br />8<br />
  5. 5. Bob Johnson Consulting, LLC<br />9<br />Mobile App vs. Mobile Website<br />Mobile App<br />Different apps for different devices<br />How will people find your app?<br />Not easy to update<br />Higher performance possible/Easier use<br />Mobile Website<br />Access from any mobile device<br />Can find using “search”<br />Easy to update<br />Will perform as well as you build it/Not great right now<br />
  6. 6. Bob Johnson Consulting, LLC<br />10<br />The Golden Rule…<br /><ul><li>5 seconds to connect</li></li></ul><li>Which connects best in 5 seconds?(People sent here from a QR code ad)<br />Bob Johnson Consulting, LLC<br />11<br />
  7. 7. Bob Johnson Consulting, LLC<br />12<br />Make things easy on mobile is a special challenge…<br />“The Internet should work like it does on PC screens.”<br />
  8. 8. Bob Johnson Consulting, LLC<br />13<br />Can we meet this challenge?<br />“As you go to site XYZ it will automatically create a single-column, mobile-friendly view that has navigation scaled to produce videos or slideshows so users won’t have to pinch or scan or scroll or download an app for everything.” <br />Robert Z. Samuels, director of mobile product development, New York Times<br />
  9. 9. Bob Johnson Consulting, LLC<br />14<br />The NY Times on mobile…<br />
  10. 10. Bob Johnson Consulting, LLC<br />15<br />Part II:Tales from the Research<br />(1) Pew Internet & American Life Project, <br />(2) E-Expectations,(3) Jakob Nielsen, <br />(4) CCI web visitor surveys<br />
  11. 11. Bob Johnson Consulting, LLC<br />16<br />1. Pew Internet & American Life Project<br />“Mobil Access 2010” <br />May 2010 Research Report<br />http://bit.ly/cqxi6D<br />
  12. 12. Bob Johnson Consulting, LLC<br />17<br />New 2010 questions, 18+ years…<br />Do you use your phone to…<br />Send a photo or video? 54%<br />Access a social networking site?23%<br />Watch a video? 20%<br />Purchase a product? 11%<br />Give to a charity? 11%<br />
  13. 13. Bob Johnson Consulting, LLC<br />18<br />“Young adults” 18 to 29…<br />Heavy use of “mobile” in many areas…<br />Send/receive text messages… 95%<br />Take a photo.. 93%<br />Access Internet… 65%<br />Send/receive email… 52%<br />Use social networking site… 48%<br />Still low in some areas<br />Purchased a product… 20%<br />
  14. 14. Bob Johnson Consulting, LLC<br />19<br />2. E-Expectations Survey 2010<br />College bound high school seniors<br />Noel-Levitz & friends<br />http://bit.ly/dvQldm <br />
  15. 15. Bob Johnson Consulting, LLC<br />20<br />Mobile-related findings…<br />24% would drop a college after a poor web experience<br />Most desired content:<br />Information on academics… 54%<br />List of academic programs… 28%<br />Cost related information… 30%<br />Surprise? <br />23% have searched college websites from smartphones◄<br />
  16. 16. Bob Johnson Consulting, LLC<br />21<br />Most desired interactive tasks…<br />The top 4 favored online tasks:<br />Online application… 91%<br />Campus visit request form… 77%<br />Cost calculator… 68%◄<br />Online course catalog… 67%◄<br />
  17. 17. Bob Johnson Consulting, LLC<br />22<br />Text vs. email messages…<br />70% will give an email address to a college<br />43% as an inquiry<br />36% as an applicant<br />78% use text messaging<br />67% said no contact from colleges<br />15% said text OK from an admissions rep they were working with◄<br />
  18. 18. Bob Johnson Consulting, LLC<br />23<br />3. Jakob Nielsen<br /> “Mobile User Experience Is Miserable” <br />July 2009 Alertbox<br />http://www.useit.com/alertbox/mobile-usability.html<br />
  19. 19. Bob Johnson Consulting, LLC<br />24<br />Reason for optimism…<br />Task success was higher at sites designed for mobile access…<br />64% task completion at “sites for mobile”<br />53% task completion at regular websites<br />Larger screen = more success<br />Regular cell phones… 38% success<br />Regular smartphones… 55% success<br />Touch screen phones… 75% success◄<br />
  20. 20. 4. Customer Centric Index (CCI) web visitor surveys in 2011<br />“If we a had mobile application, what kinds of information would you like to access or tasks would you like to complete…”?<br />Bob Johnson Consulting, LLC<br />25<br />
  21. 21. Private university… 259 responses <br />Bob Johnson Consulting, LLC<br />26<br />
  22. 22. Community college… 717 responses<br />Bob Johnson Consulting, LLC<br />27<br />
  23. 23. Bob Johnson Consulting, LLC<br />28<br />Part III: Mobile Marketing in Higher Education<br />
  24. 24. Bob Johnson Consulting, LLC<br />29<br />1. Direct marketing focus…<br />Inquiries from mobile at Kettering University<br />
  25. 25. Bob Johnson Consulting, LLC<br />30<br />The first image… while it loads<br />
  26. 26. Bob Johnson Consulting, LLC<br />31<br />At the site… who fits at Kettering<br />
  27. 27. Bob Johnson Consulting, LLC<br />32<br />Very simple enrollment inquiry…<br />
  28. 28. Bob Johnson Consulting, LLC<br />33<br />Immediate email response…<br />
  29. 29. Bob Johnson Consulting, LLC<br />34<br />Email links to admissions entry page…http://www.kettering.edu/futurestudents/<br />
  30. 30. Bob Johnson Consulting, LLC<br />35<br />2. Task oriented home page design…<br />Focus on internal & external users is a special challenge…<br />
  31. 31. Bob Johnson Consulting, LLC<br />36<br />A task-oriented home page…<br />
  32. 32. Bob Johnson Consulting, LLC<br />37<br />No “finger flicking” here…<br />
  33. 33. Bob Johnson Consulting, LLC<br />38<br />Easy to scan academic majors…<br />
  34. 34. Bob Johnson Consulting, LLC<br />39<br />Clean, simple program page…<br />
  35. 35. Bob Johnson Consulting, LLC<br />40<br />3. Text messaging to increase enrollment conversion…<br />Text messaging each month as the recruitment cycle unfolds<br />
  36. 36. Marketing potential of texting…<br /><ul><li>Identify most promising early inquiries
  37. 37. Increase conversion froma group with high conversion potential</li></ul>Bob Johnson Consulting, LLC<br />41<br />
  38. 38. Bob Johnson Consulting, LLC<br />42<br />Key: Opt-in database…http://www.stmarytx.edu/admission/?go=mobileupdates<br />
  39. 39. Bob Johnson Consulting, LLC<br />43<br />High interest students said “OK”…<br />% of inquiries opting for text updates…<br />4% (1,416 of 35,606)<br />% of applicants opting for text updates…<br />42% (1,140 of 3,720)<br />% of deposits opting for text updates…<br />47% (269 of 578)<br />
  40. 40. Bob Johnson Consulting, LLC<br />44<br />Yield: Inquiry to Applicant<br />Percent who applied<br />Inquiries who opted-in for text updates<br />Overall inquiries<br />44<br />Bob Johnson Consulting, LLC<br />
  41. 41. Bob Johnson Consulting, LLC<br />45<br />Yield: Inquiry to Deposit<br />Percent who deposited<br />Overall inquiries<br />Inquiries who opted-in for text updates<br />45<br />Bob Johnson Consulting, LLC<br />
  42. 42. Bob Johnson Consulting, LLC<br />46<br />Not yet applied for admission…<br />“Be early, catch the worm. Submit ur admission application by Jan 15 for priority consideration. Get info at www.stmarytx.edu/admission.” <br />
  43. 43. Bob Johnson Consulting, LLC<br />47<br />Join our online community…<br />“Cre8 a profile on the St Marys online community at www.BeARattler.com by Feb 1 to be entered to get ur $200 enrollment deposit waived!”<br />
  44. 44. Bob Johnson Consulting, LLC<br />48<br />Register for Orientation…<br />“Bob, R u ready 4 Orientation? Sign-up is now open. Go to https://gateway.stmarytx.edu. We R lookin 4ward to seeing u on campus!” <br />
  45. 45. Bob Johnson Consulting, LLC<br />49<br />Part IV: Future Mobile Marketing Challenges<br />
  46. 46. Bob Johnson Consulting, LLC<br />50<br />Provider challenges…<br />Multiple providers build “walled gardens”…<br />Apple<br />Google <br />Blackberry<br />Microsoft<br /> Multiple standards for ads, apps, displays<br />More cost to implement mobile program<br />
  47. 47. Bob Johnson Consulting, LLC<br />51<br />Legal challenges…<br />Must have consent for SMS messages<br />Even if someone has already signed for email<br />Visible “small print” cost disclosures<br />Verizon agreed to 12 pt. font settlement<br />Likely: easy to find, understand “stop sending” option<br />
  48. 48. Bob Johnson Consulting, LLC<br />52<br />Technical challenges…<br />Usability…<br />Visitor experience will determine success<br />NY Times is right… “easy as access from a PC” is the goal<br />We are not there yet<br />But we are moving in that direction<br />Nielsen smartphone research is encouraging<br />
  49. 49. Management challenges…<br />Content… <br />Content is added to websites, seldom removed<br />Most web content is irrelevant to most people<br />Silly to make all “traditional” website content “mobile friendly”… no resources for that<br />But what content to leave behind?<br />Will that decision hinder mobile-friendly websites?<br />Bob Johnson Consulting, LLC<br />53<br />
  50. 50. Bob Johnson Consulting, LLC<br />54<br />Video challenges…<br />Might be an important element, but…<br />Data plane expense might limit use past “early adopters”<br />Video done for regular websites may not play well on smartphones<br />Video users will demand rapid play<br />
  51. 51. Bob Johnson Consulting, LLC<br />55<br />Part IV:Sources of Information to Follow<br />
  52. 52. Bob Johnson Consulting, LLC<br />56<br />Mobile Marketing Association…http://mmaglobal.com/policies<br />
  53. 53. Bob Johnson Consulting, LLC<br />57<br />Mobile Marketer… http://www.mobilemarketer.com/<br />
  54. 54. Bob Johnson Consulting, LLC<br />58<br />Mongoose Research…http://www.mongooseresearch.com/<br />
  55. 55. Bob Johnson Consulting, LLC<br />59<br />Jakob Nielsen Usability Report…http://www.nngroup.com/reports/mobile/<br />
  56. 56. Bob Johnson Consulting, LLC<br />60<br />Bob Johnson’s marketing blog…http://www.bobjohnsonblog.com/mobile-marketing/<br />
  57. 57. Bob Johnson Consulting, LLC<br />61<br />Mobile in Higher Ed blog…http://www.dmolsen.com/mobile-in-higher-ed/<br />
  58. 58. Bob Johnson Consulting, LLC<br />62<br />MIT Open Source code for mobile…http://sourceforge.net/projects/mitmobileweb/<br />
  59. 59. Bob Johnson Consulting, LLC<br />63<br />Thank You!Bob Johnson, Ph.D.PresidentBob Johnson Consulting, LLCMarshall, MI 49068 248.766.6425 bob@bobjohnsonconsulting.comCustomer Carewords Website Research www.bobjohnsonconsulting.com<br />

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