Mobile Marketing Strategies Create Value
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Marketing challenges and solutions for organizations using Mobile Promotion and Distribution
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Mobile Marketing Strategies Create Value
- 1. Mobile Marketing Strategies CreateValue Mary Beth McCabe RichardWeaver IISTEM Global Conference Taipei,Taiwan Dec 29, 2018
- 2. From 1990 until recently, the Internet was accessed using computers Since the first iPhone in 2007, Internet enabled The first iPad came out in 2010 By 2017 over 42% of North American web views were accessed using mobile devices. Worldwide, over 49%* By mid-2018 mobile accounted for 57% of web traffic** Sources: *Statista and **BrightEdge Access to Internet is changing
- 3. Challenges using mobile for marketers • How can organizations promote effectively using mobile marketing? • Which content is effective using mobile marketing for survival? • What messaging will engage with existing and potential customers?
- 4. Our research • Looked at ten organizations providing support to educational organizations • Establish a positive school culture • Increase academic performance • Improve safety • Decrease problem behavior • Encourage physically active classrooms Criteria based on DePorter (1999)
- 5. Research questions: Mobile Marketing study • How are organizations using mobile tools to promote/distribute services? • In what ways does mobile marketing deliver value to customers?
- 6. Assessment tools for effective digital impact • Usability – effectiveness – degree user can complete goal • Efficiency – resources needed by user to complete goal • Accessibility – can everyone access what is necessary to complete goal • Interaction – how easily user can learn to interact with mobile • Satisfaction – indicating satisfaction on mobile media Aziz & Kamludin, 2014
- 7. Research Method • Visited mobile websites in educational services/programs • Assessed mobile marketing approaches using qualitative measurement • Scored using quantitative rubrics as guidelines
- 8. Usability Efficiency Accessibility Learnability Satisfaction Total ASCA 1 1 1 1 2 6 ASCD 4 4 4 4 4 20 Counselors in Schools 1 2 2 1 1 7 Edutopia 4 4 4 4 4 20 FISH 4 4 3 4 4 19 Greater Good 1 1 1 1 1 5 NAESP 1 1 1 1 1 5 New York Dept of Ed. 1 1 1 1 1 5 Safe support 1 1 1 1 2 6 Success for All 1 1 2 1 2 7 We Are Teachers 4 4 4 4 4 20 Total 23 24 24 23 26 Evaluating MobileWebsites: Promotion & Distribution Data evaluation: MobileWebsites,August 2018
- 9. Satisfaction is key to marketing • The best (highest) score: Edutopia 16/20 • Next best scores:We AreTeachers, ASCD, NAESP, Greater Good, NewYork Dept of Ed 14/20 • Least score:ASCA 9/20
- 10. Mobile Research on DeliveringValue for Customers • Effectiveness • Navigation • Learnability • Open Access • Satisfaction
- 11. Effective- ness Ease of Navigation Learnability Open Access Satisfaction Total ASCA 2 1 3 2 1 9 ASCD 3 2 3 3 3 14 Edutopia 3 3 4 3 3 16 FISH 2 2 3 3 2 12 Greater Good 2 3 3 3 3 14 NAESP 3 2 3 3 3 14 New York Dept. of Ed. 3 2 3 3 3 14 Safe support 2 2 3 3 2 12 Success for All 2 2 3 1 2 10 We Are Teachers 3 2 3 3 3 14 Total 25 21 31 27 25 Mobile Website’s Value to Customers
- 12. Evolution of mobile website: 2017 to present November 2017 August 2018 September 2018
- 17. Best Marketing Practices for Mobile Marketing What the organizations did well: • Mobile marketing with easy-to-navigate interface • Mobile marketing that provides the content users were looking for • Mobile marketing messaging delivered on the expectation • Increased trust and satisfaction from users, creating value.
- 18. Future Research Possibilities • Research/present digital media effectiveness of Augmented/Virtual Reality • Consider other industries, i.e., information services, politicians, hospitality, religious services, could be evaluated based on these metrics • Review other mobile marketing tools to measure effectiveness of artificial intelligence/chatbots
- 19. Thank you Mary Beth McCabe mmccabe@nu.edu Richard Weaver rweaver@nu.edu
Editor's Notes
- 1. How are organizations using mobile tools to promote and distribute services? The method was to refer to our Phase 1 Promotion data/images collected in 2016. We sampled the offerings to the public on our phones. We may not have had access to what is being distributed. We studied what they were distributing and in what format. Was it videos, pdf’s, and when do they change content, if at all? 2. In what ways does mobile marketing deliver value to customers? Phase 2 looked at the 5 criteria for functionality: Place (delivery, or as a digital space) and Promotion evaluation: ((Aziz & Kamludin, 2014) Satisfaction, Learnability, Accessibility, Efficiency, Usability. We collected this data in August 2018 (blind not influenced by the 2016 data). It was collected independently and then compared. We were clear on what we are looked for. The authors used rubrics with specific outcomes and then gathered in spreadsheets and added qualitative comments. Phase 3 How is mobile marketing used to differentiate the brand? Both Richard and Mary Beth will look at the differentiating literature and a framework for evaluating the mobile websites.
- The arrows point to The total scores in all five categories. ASCD, Edutopia, and We Are Teachers received the highest possible 20/20. Fish received 19/20.
- Discuss each one of these items……
- Left image: Image xx: NY state homepage on mobile This was in 2017. Middle image This is early 2018 content on mobile. Why do they use the web to distribute an 80 page PDF? Save them money on distribution costs and printing Right image: 2018 August
- Left, Jan 2017 Right, August 2018
- Left Jan 2017 Middle and Right, August 2018
- Left Jan 2017 Right, Aug 2018
- Left Jan 2017 Right Aug 2018
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