Mobile Marketing; Strategy Challenges for Advancement and Enrollment


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Mobile Marketing; Strategy Challenges for Advancement and Enrollment

  1. 1. Mobile Marketing: Strategy Challenges for Advancement and Enrollment ©Robert E. Johnson, Ph.D. 2010 American Marketing Association Social Media and Mobile Marketing for Higher Ed Institutions September 22, 2010
  2. 2. How small will things get?
  3. 3. Key Strategy Question: <ul><li>Why should I put scarce resources into mobile marketing? </li></ul>
  4. 4. The answer… <ul><li>Website experience shapes brand perception… </li></ul>
  5. 5. Major reason people go to a website… <ul><li>Complete a task </li></ul>
  6. 6. The Golden Rule… <ul><li>5 seconds to connect </li></ul>
  7. 7. “ Mobile” is all about… <ul><li>Constant available access… </li></ul>
  8. 8. Growing expectation… <ul><li>A “mobile friendly” website </li></ul>
  9. 9. Tales from the Research Pew Internet & American Life Project “ Mobile Access 2010”
  10. 10. Mobile phone use, 2009 to 2010 <ul><li>80% of adults (18+) own mobile phones in 2010… no change from 2009 </li></ul><ul><ul><li>Take a picture…. 66 to 76% </li></ul></ul><ul><ul><li>Send & receive text messages… 65 to 72% </li></ul></ul><ul><ul><li>Send & receive email… 25 to 34% </li></ul></ul><ul><ul><li>Access the Internet… 25 to 38% </li></ul></ul><ul><ul><li>Send & receive instant messages… 20 to 30% </li></ul></ul><ul><ul><li>Record video… 19 to 34% </li></ul></ul>
  11. 11. “Young adults” 18 to 29… <ul><li>Heavy use of “mobile” in many areas… </li></ul><ul><ul><li>Send/receive text messages… 95% </li></ul></ul><ul><ul><li>Take a photo.. 93% </li></ul></ul><ul><ul><li>Access Internet… 65% </li></ul></ul><ul><ul><li>Send/receive email… 52% </li></ul></ul><ul><ul><li>Use social networking site… 48% </li></ul></ul><ul><li>Still low… </li></ul><ul><ul><li>Purchased a product… 20% </li></ul></ul>
  12. 12. First time questions in 2010… <ul><li>Do you use your phone to… </li></ul><ul><ul><li>Send a photo or video… 54% </li></ul></ul><ul><ul><li>Access a social networking site… 23% </li></ul></ul><ul><ul><li>Watch a video… 20% </li></ul></ul><ul><ul><li>Purchased a product… 11% </li></ul></ul><ul><ul><li>Gave to a charity… 11% </li></ul></ul>
  13. 13. Tales from the Research E-Expectations Survey 2010 College bound high school seniors
  14. 14. Mobile-related findings… <ul><li>24% might drop a college after a poor web experience </li></ul><ul><li>23% have searched college websites from smartphones ◄ </li></ul><ul><li>Most desired web content: </li></ul><ul><ul><li>Information on academics… 54% </li></ul></ul><ul><ul><ul><li>List of academic programs… 28% </li></ul></ul></ul><ul><ul><li>Cost related information… 30% </li></ul></ul>
  15. 15. Most desired interactive tasks… <ul><li>The top 4 favored tasks: </li></ul><ul><ul><li>Online application… 91% </li></ul></ul><ul><ul><li>Campus visit request form… 77% </li></ul></ul><ul><ul><li>Cost calculator… 68% </li></ul></ul><ul><ul><li>Online course catalog… 67% </li></ul></ul>
  16. 16. Tales from the Research “ Mobile User Experience Is Miserable” Jakob Nielsen: July 2009 Alertbox
  17. 17. Main mobile problems… <ul><li>4 major problems </li></ul><ul><ul><li>Small screens </li></ul></ul><ul><ul><li>Awkward input </li></ul></ul><ul><ul><li>Slow downloads </li></ul></ul><ul><ul><li>Poor design for mobile </li></ul></ul>
  18. 18. Reason for optimism… <ul><li>Task success was higher at sites designed for mobile access… </li></ul><ul><ul><li>64% task completion at “sites for mobile” </li></ul></ul><ul><ul><li>53% task completion at regular websites </li></ul></ul><ul><li>Larger screen = more success </li></ul><ul><ul><li>Regular cell phones… 38% success </li></ul></ul><ul><ul><li>Regular smartphones… 55% success </li></ul></ul><ul><ul><li>Touch screen phones… 75% success ◄ </li></ul></ul>
  19. 19. State of Mobile Marketing <ul><li>Best uses for “mobile”… </li></ul><ul><li>Your regular website is not obsolete </li></ul>
  20. 20. Not likely on mobile… <ul><li>Major product research </li></ul><ul><li>Complicated financials </li></ul>
  21. 21. Mobile tasks: recruitment <ul><li>Find academic program list </li></ul><ul><li>Register for a campus visit </li></ul><ul><li>Inquire about enrollment… if simple </li></ul><ul><li>Check application status </li></ul><ul><li>Pay an enrollment deposit </li></ul>
  22. 22. Mobile tasks: advancement <ul><li>Check sports event results </li></ul><ul><li>Request a transcript </li></ul><ul><li>Add a class note </li></ul><ul><li>Make a homecoming reservation </li></ul><ul><li>Locate parking </li></ul><ul><li>Find a campus meeting </li></ul>
  23. 23. Mobile App vs. Mobile Website <ul><li>Mobile App </li></ul><ul><ul><li>Different apps for different devices </li></ul></ul><ul><ul><li>How will people find your app? </li></ul></ul><ul><ul><li>Not easy to update </li></ul></ul><ul><ul><li>Higher performance possible/Easier use </li></ul></ul><ul><li>Mobile Website </li></ul><ul><ul><li>Access from any mobile device </li></ul></ul><ul><ul><li>Can find using “search” </li></ul></ul><ul><ul><li>Easy to update </li></ul></ul><ul><ul><li>Will perform as well as you build it/Not great right now </li></ul></ul>
  24. 24. Make things easy in mobile… <ul><li>“ 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.” </li></ul><ul><ul><li>Robert Z. Samuels, director of mobile product development, New York Times </li></ul></ul>
  25. 25. The NY Times on mobile…
  26. 26. Build a new mobile site? <ul><li>“ Mobilize, don’t miniaturize”… anon. </li></ul><ul><ul><li>“… the mobile context is so different from the desktop one it deserves direct consideration vs. just mangling down a full-size site.” </li></ul></ul><ul><ul><ul><li>Drew Stevenson, University of Minnesota, 2010 </li></ul></ul></ul>
  27. 27. Mobile Marketing in Higher Education <ul><li>Kettering University </li></ul><ul><li>College of Charleston </li></ul>
  28. 28. The first image… while it loads
  29. 29. At the site… brand imprint
  30. 30. Ready to inquire?… one step
  31. 31. Immediate email response…
  32. 32. A task-oriented home page…
  33. 33. No “finger flicking” here…
  34. 34. Easy to scan academic majors…
  35. 35. Clean, simple program page…
  36. 36. Mobile access to your website…
  37. 37. Texting… <ul><li>Ongoing communication for those who opt-in to receive it </li></ul><ul><ul><li>Athletic scores </li></ul></ul><ul><ul><li>Recruitment events </li></ul></ul><ul><ul><li>Important news updates </li></ul></ul><ul><li>Rules similar to email: </li></ul><ul><ul><li>Must opt-in </li></ul></ul><ul><ul><li>Easy to opt-out </li></ul></ul>
  38. 38. Building a database: Recruitment
  39. 39. Building a database: Alumni
  40. 40. A short summary… <ul><li>Strategy: prepare now to give future students and young alumni mobile access </li></ul><ul><ul><li>Identify key tasks for future students and alumni that are “mobile friendly.” </li></ul></ul><ul><ul><li>Use analytics to monitor rise of mobile access </li></ul></ul><ul><ul><li>Give resource priority to mobile site over mobile apps if you must </li></ul></ul><ul><li>Ability in mobile will influence perception of your brand </li></ul>
  41. 41. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research
  42. 42. Information Sources to Follow
  43. 43. Mobile Marketing Association…
  44. 44. Mobile Marketing Handbook
  45. 45. Mobile Marketer
  46. 46. Mobile in Higher Ed blog
  47. 47. Mongoose Research
  48. 48. Jakob Nielsen Usability Report…