mobile marketing in higher education: getting ready for 2012 and beyond

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  • Mobile Marketing in Higher Education: Getting Ready for 2012 and Beyond Robert E. Johnson, Ph.D. 2011

    AMA Symposium for the Marketing of Higher EducationNovember 6-9, 2011Chicago, IL

    Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Part I: Overview for 2011 and onwardStrategy imperativeRemember the land-line telephone?Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Key Strategy Challenge:Why should I put scarce resources into mobile marketing?Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Helping or hurting your brand reputationWebsite experience shapes brand perceptionNot claims & colorsBob Johnson Consulting, LLC

    Bob Johnson Consulting, LLC

  • Growing expectationA mobile friendly web presence

    Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 25% smartphones world widehttp://bit.ly/grclDrBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Use of mobile for social mediahttp://bit.ly/grclDrBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Major reason people go to any websiteComplete a taskBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Gerry McGovern:You dont have a mobile strategy, you have a top task strategy.Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Content strategy question:How will 30+ home page links become 8 to 10 mobile links?Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Top tasks for recruitment might beFind academic course listCheck enrollment profileGet cost informationInquire about enrollmentApply onlineCheck application statusGet to campusBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Mobile App or Mobile Website?Mobile AppDifferent apps for different devicesHow will people find your app?Not easy to updateHigher performance possible/Easier useMobile WebsiteAccess from any mobile deviceCan find using searchEasy to updateWill perform as well as you build itBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • If youre thinking about an appBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Prediction for 2015http://bit.ly/mPtumXFinancial Times already has left App Store and created a HTML 5 mobile site.App Store will follow AOL and By 2015 well all feel silly talking about apps.Counterpoint: I think its a bit of a stretch to assume that it is going to go away that quickly. Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Part II: Basic Usability Issues

    Slow, steady improvement but not yet equal to large screen mobile experienceBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Main mobile challengesJakob Nielsen at http://bit.ly/iqAv84 major problemsSmall screensAwkward inputSlow downloadsPoor design for mobileImpact on task completion in 201080% success on regular websites from a PC59% success from a mobile phoneBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Meet challenges and success growsTask success was higher at sites designed for mobile access64% task completion at sites for mobile53% task completion at regular websitesLarger screen = more successRegular cell phones 38% successRegular smartphones 55% successTouch screen phones 75% successBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Mobile usability update 26 Sept 2011Jakob Nielsen Alertbox http://bit.ly/aq2goaOur new research shows that mobile sites and apps have been improving their usability, even though it's still far below that of regular websites accessed from a desktop computer.Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Mobile usability update 26 Sept 2011Jakob Nielsen Alertbox http://bit.ly/aq2goaThe current success rate for mobile Web use (62%) is about what we measured for desktop Web use in 1999. The current desktop success rate is 84%; unless mobile usability starts improving more rapidly, we'll have to wait until 2026 to reach that level.

    Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Mobile usability update 26 Sept 2011Jakob Nielsen Alertbox http://bit.ly/aq2goaThis leads to the first, and maybe most important, guideline for improving the mobile user experience: design a separate mobile site. Don't expect users to access the same site from both desktop and mobile browsers.Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Mobile usability update 26 Sept 2011Jakob Nielsen Alertbox http://bit.ly/aq2goaA second key guideline clear, explicit links from the full site to the mobile site and from the mobile site to the full site.Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Mobile usability update 26 Sept 2011Jakob Nielsen Alertbox http://bit.ly/aq2goaAs long as users don't need to navigate, they might actually be okay when they're dumped into a site that works poorly on their phone... But if users want to know more than what that one page offers, they'll suffer if they're stuck on the full site. That's when the link to the mobile site will come in handy. Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • How fast does your site load?http://bit.ly/bFHRP1 ... for Top 30 sitesWhere do you fit among these examples?Sears.3.59 secondsDell.5.23 secondsWalgreens6.29 secondsWal-Mart6.32 secondsAmazon.com6.79 secondsBarnes & Noble7.01 secondsCVS..7.59 secondsLowes..7.66 seconds

    Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Part III:Designing for mobileBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Basic design rule for mobileKeep things simpleBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • First impression this?Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • First impression or this?Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • The Golden Rule remains5 to 8 seconds to connect when a page opensBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • The holy grail one websiteOne website for every access pointBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Dilemma at the startWhat do we do with content on traditional websites?

    Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • We have to solve the dilemmaShort is too long. Ultra-short rules the day in mobile content.Jakob NielsenAlertbox: August 1, 2011 http://bit.ly/pftKhpHow much of your content is dead & useless junk that impedes navigation & search results?Gerry McGovern

    Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Long necks and long tailsMuch of the long tail is a dead zone full of dead and useless content.Gerry McGovernLong tail content gets found in search and included in linksMobile cant afford thisBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Can you answer this?How will you reduce links on your home page to 8 to 10 for a mobile site?Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • How will you change this pageBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • To this home page?Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Navigation by icons orBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Navigation by wordsBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Or give people a choice?Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • After the home pageBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 3 approaches to a mobile sitehttp://bit.ly/nMPJSkTweak your present websiteAutomatic basic adjustments through a CMSAdaptive layoutChanges your images and layout on your traditional site to fit a mobile screenWorks best if designed from the start to adaptDedicated mobile websiteMost expensive solutionBest experience for visitors

    Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Beware the iPhone tech trapiPhone can display your traditional web pagesBut in a size that nobody can read without finger flickingGoal: no finger flickingBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Keep graphics small & relevantNo room (or need) on mobile pages for graphics not directly related to the contentMake sure key content areas are immediately visibleBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Long links = easier navigation3 to 5 word links are easier to touchAvoid one word linksAnd especially a series of one word links one after anotherOn lists, leave enough space between wordsBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • A caveat on program presentationBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • The NY Times goal for mobileThe Internet should work like it does on PC screens.Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Can we meet this challenge?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 wont have to pinch or scan or scroll or download an app for everything. Robert Z. Samuels, director of mobile product development, New York TimesBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • The NY Times on mobileBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC