3 Trends in Mobile: Use, Search and Lead
Conversion for Higher Ed Marketers
Slide 1
3 Trends in Mobile: Use,
Search and Le...
3 Trends in Mobile: Use, Search and Lead
Conversion for Higher Ed Marketers
Slide 2
1) Trends in Mobile
2) Changes in Devi...
3 Trends in Mobile: Use, Search and Lead
Conversion for Higher Ed Marketers
Slide 3
 There is a need for higher ed instit...
3 Trends in Mobile: Use, Search and Lead
Conversion for Higher Ed Marketers
Slide 4
 Device preferences and overall use p...
3 Trends in Mobile: Use, Search and Lead
Conversion for Higher Ed Marketers
Slide 5
 77% of mobile searches occur at home...
3 Trends in Mobile: Use, Search and Lead
Conversion for Higher Ed Marketers
Slide 6
 The PPC conversion rate on a smart p...
3 Trends in Mobile: Use, Search and Lead
Conversion for Higher Ed Marketers
Slide 7
 Mobile PPC is hard to do well and ca...
3 Trends in Mobile: Use, Search and Lead
Conversion for Higher Ed Marketers
Slide 8
Questions?
1.514.312.3968
info@higher-...
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3 trends in mobile

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Here are three trends in mobile use that higher ed marketers could easily find really interesting.

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3 trends in mobile

  1. 1. 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers Slide 1 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers
  2. 2. 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers Slide 2 1) Trends in Mobile 2) Changes in Device Performance 3) Home vs. On the Go 4) PPC Conversion Overview Source: Higher Education Marketing – 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers
  3. 3. 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers Slide 3  There is a need for higher ed institutions to start to position their marketing to address the emerging prospective student who predominantly searches and browses the internet on their mobile phone only.  Multi-platform (PC, tablet and smart phone) use is prevalent today but as technology evolves and the smartphone takes over more of student’s browsing requirements, a significant change in marketing strategy and tactics will be required.  Mobile search and mobile PPC will become more dominant as the primary means with which to reach and communicate with this growing segment of an institution’s target student audience.  Here are three trends in mobile use, search and lead conversion that are rather surprising and thought provoking. 1. Trends in Mobile Source: Higher Education Marketing – 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers
  4. 4. 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers Slide 4  Device preferences and overall use patterns change quite significantly over the course of a day, according to platform. 2. Changes in Device Performance Source: Higher Education Marketing – 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers
  5. 5. 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers Slide 5  77% of mobile searches occur at home or at work, and 17% on the go.  We often get this impression that all mobile searches are done on a bus or at the coffee shop.  If at home or at work, mobile searchers have the opportunity to springboard off to a second, (non-mobile), screen and drill deeper, or easily come back later to the fuller desktop experience.  That opportunity ends with mobile-only prospects.  What is the difference in search intent of a prospective student using their mobile phone to search for higher education options from home versus on the go and how can your PPC or mobile content optimization address that? 3. Home vs. On the Go Source: Higher Education Marketing – 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers
  6. 6. 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers Slide 6  The PPC conversion rate on a smart phones is 1/3 that of on a desktop.  Having overseen quite a few mobile PPC recruitment campaigns, this statistic sounds about right.  We were initially very excited about lower cost per click on mobile PPC but were pretty quickly disappointed by the goal conversion rates, and even more importantly, conversion rates to registered student, (in distance ed campaigns). 4. PPC Conversion Source: Higher Education Marketing – 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers
  7. 7. 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers Slide 7  Mobile PPC is hard to do well and can be risky.  Given this difference, how should mobile PPC ads differ from your desktop PPC ads?  Do you understand the contextual difference enough to come up with the right mix of information, call to action and landing page to get an effective ROI?  These stats and questions should help you begin to see the sweeping change in terms of search and PPC that is on our doorstep. 4. PPC Conversion Source: Higher Education Marketing – 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers
  8. 8. 3 Trends in Mobile: Use, Search and Lead Conversion for Higher Ed Marketers Slide 8 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+

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