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AIRC 2015 Global Mobile Marketing
The document discusses the increasing importance of mobile marketing in international student recruitment, highlighting its rapid growth and adoption across various demographics. It presents case studies, particularly from St. Mary's University, demonstrating the effectiveness of text messaging to engage prospective students, leading to higher application and yield rates. Additionally, it emphasizes the need for educational institutions to create mobile-friendly websites and marketing strategies tailored to different regions and their unique digital habits.
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AIRC 2015 Global Mobile Marketing
- 1. Ben Waxman CEO& Co-founder International Education Advantage, LLC Carolyn Redmond Marketing and Operations Manager IDP Angel Ahmed Former Director, International Business Development Full Sail University Mobile Marketing Applied to International Student Recruitment 7th Annual Conference December 2-5, 2015 Hollywood, FL
- 2. intead.com Global Picture andHuman Habits Ben Middle Eastern Focus Carolyn Examples: Pre- & Post-mobile Angel Mobile Marketing / Responsive Design
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- 8. intead.com So, Who Is Using Mobile Devices? People who SEARCHfor stuff FIND stuff And are PLEASED by stuff We need to be the ones making them pleased by what they find 8
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- 12. intead.com Student Engagement Plan You can use mobilemarketing to engage students and prompt action throughout the funnel
- 13. Case Study: Text Messaging: Would You Opt‐in? St. Mary’sUniversity in Texas Target Audience: US Market Source: Higher Education Marketing Blog http://www.higher-education-marketing.com/blog/text-messaging-student-recruitment 13
- 14. Case Study: Recruiting via Text Msg St. Mary’s Universityin Texas Target: Not Yet Applied for Admission Target: Admitted Be early, catch the worm. Submit ur admission application by Jan 15 for priority consideration. Get info at www.stmarytx.edu/admission Cre8 a profile on the St Marys online community at www.BeARattler.com by Feb 1 to be entered to get ur $200 enrollment deposit waved! Bob, R u ready 4 Orientation? Sign-up is now open. Go to https://gaeway.stmarytx.edu. We R lookin 4ward to seeing u on campus! Target: Enrolled Source: Higher Education Marketing Blog http://www.higher-education-marketing.com/blog/text-messaging-student-recruitment 14
- 15. Case Study: St. Mary’s Results – Domestic Recruiting US Inquiries40K Txt Msg Opt-ins ~ 2K Application Rates All Inquiries 10.9% Txt Msg Opt-ins 30.8% Yield All Inquiries 26.0% Txt Msg Opt-ins 42.0% Source: Higher Education Marketing Blog http://www.higher-education-marketing.com/blog/text-messaging-student-recruitment Students who opted into text messaging were VERY engaged with the university and converted at a much higher rate. 15
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- 20. Industry Insights Mobile App Formore information, please contact Ben Waxman, COO & co-founder: bwaxman@intead.com e-Publications For more information, please contact Ben Waxman, CEO & co-founder: bwaxman@intead.com Many Resources on Intead.com 20
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- 22. 22| WESReportBridgingtheDigitalDivide: SegmentingandRecruitingInternationalMillennialStudents This report makesobservations of the information-seeking behavior of international Millennials: • International Millennials are heavy consumers of online content. • 91% of respondents used a personal computer during the U.S. college / university search process. • 56% of respondents use a smartphone to search for and apply to a US college or university. • 26% of smartphone users are also tablet users. This suggests opportunities for institutions to facilitate the inquiry forms and application process by being compatible with multiple platforms.
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- 33. 33| OptimizedSitevsUn-Optimizedsite • Mobile trafficto limcollege.edu increased 209.94% (from 20,149 visits to 62,450 visits) • Mobile traffic had 633 visits to forms (a 1% rate of mobile visits) since site launch • Mobile traffic now makes up 47.76% of all visits (up from 21.04% last year) • International traffic has increased 531.86% (Compared to last year) • Top countries for visits include: Brazil, Colombia, China, India, Taiwan and Russia • Mobile visits from those countries increased by almost 10,000% (from 415 visits last year to 41,304 visits this year from mobile / tablet)
- 34. 34| CurrentMarketingCampaigns • Smartphone usersaccounted for over 3,000 visits to LIM landing pages so far • Mobile / Tablet traffic makes up 46% of all traffic to LIM campaign landing pages • 42% of users who convert on paid campaigns do so through mobile / tablet • Mobile users convert at 3.42%, well above industry standard rates • Almost 50% of all traffic comes through international campaigns • 52.59% of international traffic comes from a mobile or tablet device • 26% of international conversions come through mobile / tablet
- 35. 35| Stepstodevelopamobilefriendlysite Start by: • Makingyour website and all marketing mobile device friendly. • Mobile sites are easier to navigate on handheld devices’ smaller screens & require lesser bandwidth to load. • Simple and clear information Call to Action: Complete lead form to request more information
- 36. 36| “Mobile is notthe future, it is the now.” Thank You Zehra Angel Ahmed angel@gnetmarketing.com
- 37. Marketing to studentsin the Middle East & North Africa Commercial in confidence
- 38. Middle East &North Africa 18 Countries In 2 continents 355 million people 30% aged 15‐25
- 39. The digital space:All students Increased usage of 2 or more devices to access the internet 56% 77% 2012 2013 Growth of the smartphone >97% BUT… Usage of social network sites differs by country of students have an active social network account 2 in 5 said social media influenced their decision to study overseas Source: IDP Buyer Behaviour Research, Forethought Research, August 201339 Commercial in Confidence 2013
- 40. Influence of socialmedia 39% of all students said social media influenced their decision to study overseas Key social media influences: 1. Read comments about institution through its profile (51%) 2. Other overseas students' profiles (44%) 3. Institution’s profile (42%) 4. Friends’ recommendations (37%) 5. Social media ads about the country (32%) 6. Contacted institution through social media (25%) Source: IDP Buyer Behaviour Research, Forethought Research, August 2013 Commercial in confidence
- 41. Internet Penetration inMENA Source: Wamda, Saudi Gazette, Arabian Gazette statistics, 2013 42% Internet penetration MENA 0.00% 50.00% 100.00% Saudi Arabia UAE Oman Kuwait Qatar Bahrain Egypt Jordan 60% 88% 66% 75% 85% 90.00% 50% 44%
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- 43. Smartphone Penetration MENA Source:Ipsos Gemius, 2013
- 44. Penetration of MobileApps and top content consumed Source: Ipsos 2013
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- 49. Facebook Penetration MENA Source:Arab Social Media Report- 2013, Social Bakers Statistics 2013 18.3% 41.7% 16.2% 34.4% 25.1% 26.8% 16.2% 16.4% 3.7% 33.9% 12.3% 39.2% 17.4% 25.0% 35.2% 9.5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Penetration%aspartofpopulation
- 50. Facebook users byCountry Source: Arab Social Media Report- 2013
- 51. Age Split ofFacebook Users Source: Arab Social Media Report- 2013
- 53. Twitter active usersMENA Source: Arab Social Media Report- 2013
- 55. Youtube is everywhere..Mass audience for mass exposure Source: YouTube, Comscore
- 56. What starts withYouTube goes everywhere.
- 57. High reach inthe region… Source: Alexa, Google Internal systems
- 58. With high usagefrequency Source: Think Insights with Google
- 59. In Summary Popularchannels in ME are same as those YOU use; FB, Twitter, YouTube Start with 2 languages to cover all countries Need to customize channel selection for each country rather than a single approach for all.