This document discusses achieving relevance in a mobile age for marketing purposes. It notes that mobile traffic and device usage have massively grown, representing both a huge opportunity and hazards. It recommends developing a comprehensive mobile marketing strategy that integrates multiple channels and focuses on acquisition, applications, connections and measurement of key metrics. Overcoming challenges requires campaign integration, addressing customer concerns, optimization, and focus on performance indicators.

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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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