mobile in the marketing mix: crafting a new communication strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

"Mobile" in the Marketing Mix: "Mobile" in the Marketing Mix: Crafting a New Communication Crafting a New Communication

StrategyStrategy

©Robert E. Johnson, Ph.D. 2010©Robert E. Johnson, Ph.D. 2010

eduWeb2010eduWeb2010July 27, 2010July 27, 2010

Chicago, IllinoisChicago, Illinois


Part I:Part I:Getting StartedGetting Started

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 33Bob Johnson Consulting, LLCBob Johnson Consulting, LLC

6 key points about anything online…6 key points about anything online…

People are impatientPeople are impatient







Major reason people go to a Major reason people go to a website…website…

Complete a taskComplete a task


The Golden Rule…The Golden Rule…

5 seconds to connect5 seconds to connect


What “mobile” is all about…What “mobile” is all about…

Constant available Constant available access…access…


What’s in motion today…What’s in motion today…

Smartphones gaining market shareSmartphones gaining market share– Prices droppingPrices dropping– iPhone and Android in the lead for higher ed?iPhone and Android in the lead for higher ed?– Access to Facebook, YouTube and moreAccess to Facebook, YouTube and more– Apps are growing (most people use few)Apps are growing (most people use few)– GPS and wi-fi are commonGPS and wi-fi are common

Not-so-smart phonesNot-so-smart phones– Can use mobile features, especially textingCan use mobile features, especially texting


Key marketing choice…Key marketing choice…

What’s the primary goal?What’s the primary goal?– Reach?Reach?– Selected engagement and conversion?Selected engagement and conversion?◄◄

Solution from direct marketingSolution from direct marketing– In higher education, most are better off with In higher education, most are better off with

engagement and conversionengagement and conversion– University of Phoenix may try reachUniversity of Phoenix may try reach– Option: reach within geo-targeted areaOption: reach within geo-targeted area


The giants are buying capability…The giants are buying capability…

AppleApple– Buys Quattro Wireless for $276 millionBuys Quattro Wireless for $276 million

GoogleGoogle– Buys AdMob for $750 millionBuys AdMob for $750 million

Watch for…Watch for…– Experiments in mobile display advertisingExperiments in mobile display advertising– Application marketing to launch new productsApplication marketing to launch new products

2.1 million downloads of app for 2010 Golf GTI2.1 million downloads of app for 2010 Golf GTI


Who takes “mobile” marketing Who takes “mobile” marketing seriously?seriously?

Coca-ColaCoca-ColaPepsi-ColaPepsi-ColaNikeNikeFord MotorFord MotorJaguarJaguarComedy CentralComedy CentralVolkswagenVolkswagenRalph Lauren PoloRalph Lauren Polo


A growing expectation…A growing expectation…

Type a website address into a browser or Type a website address into a browser or use “search”…use “search”…

Arrive at a website optimized for mobileArrive at a website optimized for mobile

Imperative that you…Imperative that you…– Access your own site from most common Access your own site from most common

mobile devicesmobile devices– Attempt key tasks from a mobile deviceAttempt key tasks from a mobile device


““Print to Pixel”… reading in 2050Print to Pixel”… reading in 2050http://bit.ly/d9ihtPhttp://bit.ly/d9ihtP


Part II:Part II:Tales from the ResearchTales from the Research

Pew Internet & American Life Project Pew Internet & American Life Project

E-ExpectationsE-Expectations

Jakob NielsenJakob Nielsen


““Mobil Access 2010”Mobil Access 2010”

Pew Internet and American Life ProjectPew Internet and American Life ProjectMay 2010 Research ReportMay 2010 Research Report

http://bit.ly/cqxi6Dhttp://bit.ly/cqxi6D


Increase in how people use mobile Increase in how people use mobile phones, 2009 to 2010…phones, 2009 to 2010…

80% of adults (18+) own mobile phones in 80% of adults (18+) own mobile phones in 2010… no change from 20092010… no change from 2009– Take a picture…. Take a picture…. 66 to 76%66 to 76%– Send & receive text messages…Send & receive text messages… 65 to 72%65 to 72%– Send & receive email…Send & receive email… 25 to 34%25 to 34%– Access the Internet…Access the Internet… 25 to 38%25 to 38%– Send & receive instant messages…Send & receive instant messages… 20 to 30%20 to 30%– Record video…Record video… 19 to 34%19 to 34%


First time questions in 2010…First time questions in 2010…

Do you use your phone to…Do you use your phone to…

– Send a photo or video…Send a photo or video… 54%54%

– Access a social networking site…Access a social networking site… 23%23%

– Watch a video…Watch a video… 20%20%

– Purchased a product…Purchased a product… 11%11%

– Gave to a charity…Gave to a charity… 11%11%


““Young adults” 18 to 29…Young adults” 18 to 29…

Heavy use of “mobile” in many areas…Heavy use of “mobile” in many areas…– Send/receive text messages…Send/receive text messages… 95%95%– Take a photo..Take a photo.. 93%93%– Access Internet…Access Internet…

65%65%– Send/receive email…Send/receive email… 52%52%– Use social networking site…Use social networking site… 48%48%

Still low in some areasStill low in some areas– Purchased a product…Purchased a product… 20%20%


E-Expectations Survey 2010E-Expectations Survey 2010

College bound high school College bound high school seniorsseniors

Noel-Levitz & friendsNoel-Levitz & friendshttp://http://bit.ly/dvQldmbit.ly/dvQldm


Mobile-related findings…Mobile-related findings…

24% would drop a college after a poor web 24% would drop a college after a poor web experienceexperience

Most desired content:Most desired content:– Information on academics…Information on academics… 54%54%

List of academic programs… 28%List of academic programs… 28%

– Cost related information…Cost related information… 30%30%

23% have searched college websites from 23% have searched college websites from smartphonessmartphones◄◄


Most desired interactive tasks…Most desired interactive tasks…

The top 4 favored tasks:The top 4 favored tasks:

– Online application…Online application… 91%91%

– Campus visit request form… Campus visit request form… 77%77%

– Cost calculator…Cost calculator… 68%68%◄◄

– Online course catalog…Online course catalog… 67%67%◄◄


Text vs. email messages…Text vs. email messages…

70% will give an email address to a 70% will give an email address to a collegecollege– 43% as an inquiry43% as an inquiry– 36% as an applicant36% as an applicant

78% use text messaging78% use text messaging– 67% said no contact from colleges67% said no contact from colleges– 15% said text OK from an admissions rep 15% said text OK from an admissions rep

they were working withthey were working with◄◄


But… conversion of the few who But… conversion of the few who say “yes” to text contacts is say “yes” to text contacts is

high…high…

St. Mary’s University, TXSt. Mary’s University, TX

2010 Recruitment Cycle2010 Recruitment Cycle

Text contact option since November Text contact option since November 20092009


High interest students said “OK”…High interest students said “OK”…

% of inquiries opting for text updates…% of inquiries opting for text updates…

– 4%4% (1,416 of 35,606)(1,416 of 35,606)

% of applicants opting for text updates…% of applicants opting for text updates…

– 42%42% (1,140 of 3,720)(1,140 of 3,720)

% of deposits opting for text updates…% of deposits opting for text updates…

– 47%47% (269 of 578)(269 of 578)

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Yield: Inquiry to Applicant

Overall inquiries Inquiries who opted-in for text updates

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Per

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Overall inquiries Inquiries who opted-in for text updates

Yield: Inquiry to Deposit


““The Mobile User Experience Is The Mobile User Experience Is Miserable”Miserable”

Jakob NielsenJakob NielsenJuly 2009 AlertboxJuly 2009 Alertbox

http://www.useit.com/alertbox/mobile-http://www.useit.com/alertbox/mobile-usability.htmlusability.html


Tasks from a mobile device…Tasks from a mobile device…

Find academic program listFind academic program list

Get net cost informationGet net cost information

Register for a campus visitRegister for a campus visit

Inquire about enrollmentInquire about enrollment

Apply for admissionApply for admission

Check application statusCheck application status

Pay an enrollment depositPay an enrollment deposit


Main mobile problems…Main mobile problems…

4 major problems4 major problems– Small screensSmall screens– Awkward inputAwkward input– Slow downloadsSlow downloads– Poor design for mobilePoor design for mobile

Impact on task completionImpact on task completion– 80% success on regular websites from a PC80% success on regular websites from a PC– 59% success from a mobile phone59% success from a mobile phone


Reason for optimism…Reason for optimism…

Task success was higher at sites designed Task success was higher at sites designed for mobile access…for mobile access…– 64% task completion at “sites for mobile”64% task completion at “sites for mobile”– 53 % task completion at regular websites53 % task completion at regular websites

Larger screen = more successLarger screen = more success– Regular cell phones… 38% successRegular cell phones… 38% success– Regular smartphones… 55% successRegular smartphones… 55% success– Touch screen phones… 75% successTouch screen phones… 75% success◄◄


Part III: Part III: State of Mobile MarketingState of Mobile Marketing


Your regular website…Your regular website…

Is not going away… Is not going away… yetyet


4 parts to mobile communications…4 parts to mobile communications…

AdvertisingAdvertising– For lead generation, brand awarenessFor lead generation, brand awareness

Mobile appsMobile apps– Action specific… campus toursAction specific… campus tours

Mobile website accessMobile website access– Your site from an iPhone or Android?Your site from an iPhone or Android?

Text messagingText messaging– Ongoing contact with people who opt-inOngoing contact with people who opt-in


Mobile App vs. Mobile WebsiteMobile App vs. Mobile Website

Mobile AppMobile App– Different apps for Different apps for

different devicesdifferent devices– How will people How will people

find your app?find your app?– Not easy to updateNot easy to update– Higher Higher

performance performance possible/Easier usepossible/Easier use

Mobile WebsiteMobile Website– Access from any Access from any

mobile devicemobile device– Can find using Can find using

“search”“search”– Easy to updateEasy to update– Will perform as well Will perform as well

as you build it/Not as you build it/Not great right nowgreat right now


Make things easy on mobile…Make things easy on mobile…

“The Internet should work like it does on PC screens.”


Making things easy in mobile…Making things easy in mobile…

“As you go to site XYZ it will automatically create a single-column, mobile-friendly view that has navigation scaled to produce videos or slideshows so users won’t have to pinch or scan or scroll or download an app for everything.” – Robert Z. Samuels, director of mobile product

development, New York Times


The NY Times on mobile…The NY Times on mobile…


Build a new site version for mobile?Build a new site version for mobile?

““Mobilize, don’t miniaturize”… anon.Mobilize, don’t miniaturize”… anon.◄◄ – ““Generally speaking the mobile context is so Generally speaking the mobile context is so

different from the desktop one it deserves different from the desktop one it deserves direct consideration vs. just direct consideration vs. just mangling downmangling down a a full-size site.” full-size site.”

Drew Stevenson, University of Minnesota, 2010Drew Stevenson, University of Minnesota, 2010

Mobile web best practices from W3CMobile web best practices from W3C– http://www.w3.org/TR/mobile-bp/http://www.w3.org/TR/mobile-bp/


Adapting email to mobile…Adapting email to mobile…

How does your email newsletter look on a How does your email newsletter look on a

small smartphone screen?small smartphone screen?

Expect more email users to read Expect more email users to read

messages from mobile devicesmessages from mobile devices

Rely on the iPhone “finger flick” for a Rely on the iPhone “finger flick” for a

readable view?readable view?


Part IV: Part IV: Mobile Marketing in Higher Mobile Marketing in Higher

EducationEducation


Mobile access to your website?Mobile access to your website?


Direct marketing focus…Direct marketing focus…

Kettering University…Kettering University…

Inquiries from the mobile siteInquiries from the mobile site


On the website…On the website…http://www.kettering.edu/mobile/http://www.kettering.edu/mobile/


The first image… while it loadsThe first image… while it loads


At the site… who fits at KetteringAt the site… who fits at Kettering


If you’re ready to inquire…If you’re ready to inquire…


Immediate email response…Immediate email response…


Email links to admissions entry page…Email links to admissions entry page…http://www.kettering.edu/futurestudents/http://www.kettering.edu/futurestudents/


Most higher ed mobile sites today…Most higher ed mobile sites today…

Focus on the internal user…Focus on the internal user…With possible interest to potential With possible interest to potential

students, parentsstudents, parents


Not your typical web content…Not your typical web content…

““Users of mobile devices want different things Users of mobile devices want different things than do desktop users, and we feel we should than do desktop users, and we feel we should cater to what they are looking for rather than cater to what they are looking for rather than providing a generic experience. We therefore try providing a generic experience. We therefore try to focus on what to focus on what a mobile user on campusa mobile user on campus might might want to know.”want to know.”– Bus routesBus routes– Campus mapCampus map– Dining hall menu Dining hall menu

Erick Beck, Texas A&M University, 2010Erick Beck, Texas A&M University, 2010


From academic programs offered…From academic programs offered…


To individual courses…To individual courses…


Engage from your website…Engage from your website…http://doteduguru.com/id5154-best-of-the-mobile-higher-ed-http://doteduguru.com/id5154-best-of-the-mobile-higher-ed-

web.htmlweb.html


Ongoing contact to increase Ongoing contact to increase conversion…conversion…

Text messaging each month as Text messaging each month as the recruitment cycle unfoldsthe recruitment cycle unfolds


Key: Make it a visible option…Key: Make it a visible option…http://www.sjfc.edu/admissions/http://www.sjfc.edu/admissions/


Key: Build internal opt-in database…Key: Build internal opt-in database…http://www.stmarytx.edu/admission/?go=mobileupdateshttp://www.stmarytx.edu/admission/?go=mobileupdates


Not yet applied for admission…Not yet applied for admission…

““Be early, catch the Be early, catch the worm. Submit ur worm. Submit ur admission admission application by Jan application by Jan 15 for priority 15 for priority consideration. Get consideration. Get info at info at www.stmarytx.edu/www.stmarytx.edu/admission.” admission.”


Join our online community…Join our online community…

““Cre8 a profile on Cre8 a profile on the St Marys online the St Marys online community at community at www.BeARattler.cowww.BeARattler.com by Feb 1 to be m by Feb 1 to be entered to get ur entered to get ur $200 enrollment $200 enrollment deposit waived!”deposit waived!”


FAFSA priority deadline…FAFSA priority deadline…

““This is last This is last weekend 2 finish weekend 2 finish priority FAFSA. Go priority FAFSA. Go 2 2 www.fafsa.ed.gov www.fafsa.ed.gov to submit b4 Mon to submit b4 Mon Feb 15 to make Feb 15 to make sure we get results sure we get results in time. StMary in time. StMary code is 003623” code is 003623”


Merit scholarship award…Merit scholarship award…

““Bob, UR hard Bob, UR hard work has paid off! work has paid off! Congrats on Congrats on getting a merit getting a merit scholarship! Learn scholarship! Learn more about more about financial aid at financial aid at www.stmarytx.edu/www.stmarytx.edu/finaid.”finaid.”


Register for Orientation…Register for Orientation…

““Bob, R u ready 4 Bob, R u ready 4 Orientation? Sign-Orientation? Sign-up is now open. Go up is now open. Go to to https://gateway.stmhttps://gateway.stmarytx.edu. We R arytx.edu. We R lookin 4ward to lookin 4ward to seeing u on seeing u on campus!” campus!”


Other message samples…Other message samples…

““Come visit during ur holiday break! Come visit during ur holiday break! Weekday tours and visits available Weekday tours and visits available through Dec 22. Call 800-367-7868 or through Dec 22. Call 800-367-7868 or email [email protected] 2 schedule.”email [email protected] 2 schedule.”

““Happy 2010! May U have 12 months of Happy 2010! May U have 12 months of happiness, 52 wks of fun, 365 days of happiness, 52 wks of fun, 365 days of laughter, 8760 hrs of luck, 525600 mins of laughter, 8760 hrs of luck, 525600 mins of joy, 31536000 seconds of success.” joy, 31536000 seconds of success.”


Advertise within an app…Advertise within an app…

Open house eventsOpen house events

ScholarshipsScholarships

Individual academic programsIndividual academic programs

Connections to social mediaConnections to social media

SMS communicationsSMS communications


Part V: Part V: Future of Mobile MarketingFuture of Mobile Marketing


Continuing provider challenges…Continuing provider challenges…

Multiple providers building “walled Multiple providers building “walled gardens”…gardens”…– AppleApple– Google Google – AmazonAmazon– MicrosoftMicrosoft

Multiple standards for ads, apps, displaysMultiple standards for ads, apps, displays– More cost to implement mobile programMore cost to implement mobile program


Legal challenges…Legal challenges…

Must have consent for SMS messagesMust have consent for SMS messages

– Even if someone has already signed for emailEven if someone has already signed for email

Visible “small print” cost disclosuresVisible “small print” cost disclosures

– Verizon agreed to 12 pt. font settlementVerizon agreed to 12 pt. font settlement

Likely: easy to find, understand “stop Likely: easy to find, understand “stop

sending” optionsending” option


Biggest challenge…Biggest challenge…

Increasing usability…Increasing usability…

– Visitor experience will determine successVisitor experience will determine success

– NY Times is right… “easy as access from a NY Times is right… “easy as access from a

PC” is the goalPC” is the goal

– We are not there yetWe are not there yet

– But we are moving in that directionBut we are moving in that direction

– Nielsen iPhone research is encouragingNielsen iPhone research is encouraging


Social media and mobile…Social media and mobile…

Mobile social network users in 2013…Mobile social network users in 2013…

– 56.2 million56.2 million

– 45 percent of mobile Internet use will be for 45 percent of mobile Internet use will be for

social networkssocial networks

eMarketer predictioneMarketer prediction

Marketing challenge: don’t be intrusiveMarketing challenge: don’t be intrusive

– Must be considered a relevant communityMust be considered a relevant community


Video and mobile…Video and mobile…

Might be an important element, but…Might be an important element, but…

– Data plane expense likely to limit use past Data plane expense likely to limit use past

“early adopters”“early adopters”

– Video done for regular websites may not play Video done for regular websites may not play

well on smartphoneswell on smartphones

– Video users will demand rapid playVideo users will demand rapid play


Part IV:Part IV:Sources of Information to Sources of Information to

FollowFollow


Mobile Marketing Association…Mobile Marketing Association…http://mmaglobal.com/policieshttp://mmaglobal.com/policies


Mobile Marketer Mobile Marketer http://www.mobilemarketer.com/http://www.mobilemarketer.com/


Mobile in Higher Ed blog…Mobile in Higher Ed blog…http://www.dmolsen.com/mobile-in-higher-ed/http://www.dmolsen.com/mobile-in-higher-ed/


Mongoose Research…Mongoose Research…http://www.mongooseresearch.com/http://www.mongooseresearch.com/


Jakob Nielsen Usability Report…Jakob Nielsen Usability Report…http://www.nngroup.com/reports/mobile/http://www.nngroup.com/reports/mobile/


Case study… Pittsburgh State UCase study… Pittsburgh State Uhttp://bit.ly/a6QCXHhttp://bit.ly/a6QCXH


Thank You!Thank You!

Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident

Bob Johnson Consulting, LLCBob Johnson Consulting, LLCMarshall, MI 49068Marshall, MI 49068

248.766.6425 248.766.6425

[email protected]@bobjohnsonconsulting.comCustomer Carewords Website Research Customer Carewords Website Research

www.bobjohnsonconsulting.comwww.bobjohnsonconsulting.com

mobile in the marketing mix: crafting a new communication strategy

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