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What Grade Does Your Marketing Deserve?


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What Grade Does Your Marketing Deserve?

  1. 1. What Grade Does Your Marketing Deserve? American Marketing Association New York Capital Region Chapter Albany, NY – September 9, 2010
  2. 2. Your primary websites… <ul><li>“Traditional” websites still important for strong marketing </li></ul>
  3. 3. 5 key points about things online… <ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul>Bob Johnson Consulting, LLC
  4. 4. Major reason people go to a website… <ul><li>Complete a task </li></ul>
  5. 5. The Golden Rule… <ul><li>5 seconds to connect </li></ul>
  6. 6. Most common complaint… <ul><li>Confusing menus and links… </li></ul>
  7. 7. Distance learning students…
  8. 8. Easy to find academic programs…
  9. 9. Easier to complete key tasks…
  10. 10. Easy to complete inquiry forms… DeVry University……………Creighton University
  11. 11. The new “mobile” world… <ul><li>Less room for mistakes </li></ul><ul><li>Less room for “fashion” content </li></ul>
  12. 12. Track mobile website access…
  13. 13. “Young adults” 18 to 29… Pew Internet and American Life Project <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 in some areas </li></ul><ul><ul><li>Purchased a product… 20% </li></ul></ul>
  14. 14. Slightly older adults… 30-49 <ul><li>Also use “mobile” in many areas… </li></ul><ul><ul><li>Send/receive text messages… 82% </li></ul></ul><ul><ul><li>Take a photo.. 83% </li></ul></ul><ul><ul><li>Access Internet… 43% </li></ul></ul><ul><ul><li>Send/receive email… 37% </li></ul></ul><ul><ul><li>Use social networking site… 23% </li></ul></ul><ul><li>Online purchasing is quite low… </li></ul><ul><ul><li>Purchased a product… 11% </li></ul></ul>
  15. 15. Opening view…
  16. 16. Scan without “finger flicks”…
  17. 17. Read without “finger flicks”…
  18. 18. Mobile world inquiry form… Kettering University
  19. 19. What role for print? <ul><li>Less and less… </li></ul><ul><li>Accept letter, financial aid letter for now </li></ul><ul><li>Viewbook photo album as “first response” </li></ul>
  20. 20. “ Right for the web” viewbook…
  21. 21. Impact of the iPad-type device?
  22. 22. Peter Drucker in 1995 on the future… <ul><li>Technology, market demands will rule… </li></ul><ul><li>End of what we know today by 2025 </li></ul>
  23. 23. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research