Mobile Marketing in Higher Education: Getting Ready for 2012 and Beyond
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The document discusses mobile marketing strategies for higher education institutions. It recommends designing a separate mobile-optimized website or application to improve usability and task completion rates for mobile users. Key tasks to focus on for recruitment include finding academic programs, checking costs and applying online. The document also provides tips for mobile design such as using simple navigation, limiting content and optimizing page loading speeds. It suggests strategies like text messaging, QR codes and online applications to boost student engagement throughout the recruitment process.
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Mobile Marketing in Higher Education: Getting Ready for 2012 and Beyond
- 1. Mobile Marketing in Higher Education: Getting Ready for 2012 and Beyond ©Robert E. Johnson, Ph.D. 2011 AMA Symposium for the Marketing of Higher Education November 6-9, 2011 Chicago, IL Bob Johnson Consulting, LLC
- 2. Part I: Overview for 2011… and onward Strategy imperative… Remember the land-line telephone? Bob Johnson Consulting, LLC
- 6. 25% smartphones world wide… http://bit.ly/grclDr Bob Johnson Consulting, LLC
- 7. Use of mobile for social media… http://bit.ly/grclDr Bob Johnson Consulting, LLC
- 13. If you’re thinking about an app… Bob Johnson Consulting, LLC
- 24. Part III: Designing for mobile… Bob Johnson Consulting, LLC
- 26. First impression… this? Bob Johnson Consulting, LLC
- 27. First impression… or this? Bob Johnson Consulting, LLC
- 34. How will you change this page… Bob Johnson Consulting, LLC
- 35. To this home page? Bob Johnson Consulting, LLC
- 36. Navigation by icons or… Bob Johnson Consulting, LLC
- 37. Navigation by words… Bob Johnson Consulting, LLC
- 38. Or give people a choice? Bob Johnson Consulting, LLC
- 39. After the home page… Bob Johnson Consulting, LLC
- 44. A caveat on program presentation… Bob Johnson Consulting, LLC
- 47. The NY Times on mobile… Bob Johnson Consulting, LLC
- 49. Part IV: Mobile Marketing in Higher Education Bob Johnson Consulting, LLC
- 51. The first image… while it loads Bob Johnson Consulting, LLC
- 52. If you are a student like this… Bob Johnson Consulting, LLC
- 53. Very simple enrollment inquiry… Bob Johnson Consulting, LLC
- 54. Immediate email response… Bob Johnson Consulting, LLC
- 55. Email links to admissions page… http://www.kettering.edu/futurestudents/ Bob Johnson Consulting, LLC
- 57. A task-oriented home page… Bob Johnson Consulting, LLC
- 58. No “finger flicking” here… Bob Johnson Consulting, LLC
- 59. Easy to scan academic majors… Bob Johnson Consulting, LLC
- 60. Clean, simple program page… Bob Johnson Consulting, LLC
- 61. 3. Successful search outcomes Bob Johnson Consulting, LLC
- 62. Easy to enter search word… Bob Johnson Consulting, LLC
- 63. Well presented content… Bob Johnson Consulting, LLC
- 67. Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who opted-in for text updates Yield: Inquiry to Deposit, 2010
- 68. Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC Percent who deposited Overall inquiries Inquiries who opted-in for text updates Yield: Inquiry to Deposit, 2011
- 69. Ongoing contact to increase conversion… Text messaging each month as the recruitment cycle unfolds… Bob Johnson Consulting, LLC
- 70. Build internal opt-in database… http://www.stmarytx.edu/admission/?go=mobileupdates Bob Johnson Consulting, LLC
- 75. Get started here… http://en.wikipedia.org/wiki/QR_code Bob Johnson Consulting, LLC
- 79. Not-so-good landing page… Bob Johnson Consulting, LLC
- 80. Mobile friendly landing page… Bob Johnson Consulting, LLC
- 81. Experiment at “QR Stuff”… http://www.qrstuff.com/ Bob Johnson Consulting, LLC
- 83. Online application can work… Bob Johnson Consulting, LLC
- 84. Including international students… Bob Johnson Consulting, LLC
- 85. Professional school application… Atlanta’s John Marshall Law School… m.johnmarshall.edu/apply/ Bob Johnson Consulting, LLC
- 92. Part IV: Sources of Information to Follow Bob Johnson Consulting, LLC
- 93. Mobile Marketing Association… http://mmaglobal.com/policies Bob Johnson Consulting, LLC
- 94. Mobile Marketer… http://www.mobilemarketer.com/ Bob Johnson Consulting, LLC
- 95. 210 Design Guidelines… http://www.nngroup.com/reports/mobile/ Bob Johnson Consulting, LLC
- 96. Government guide to top tasks… http://1.usa.gov/4kgbK8 Bob Johnson Consulting, LLC
- 97. Bob Johnson’s marketing blog… http://www.bobjohnsonblog.com/mobile-marketing/ Bob Johnson Consulting, LLC
- 98. Mobile in Higher Ed blog… http://www.dmolsen.com/mobile-in-higher-ed/ Bob Johnson Consulting, LLC
- 99. MIT Open Source code for mobile… http://sourceforge.net/projects/mitmobileweb/ Bob Johnson Consulting, LLC
- 100. mobiThinking for international… http://mobithinking.com/ Bob Johnson Consulting, LLC
- 101. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC