mobile marketing in higher education

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  • Bob Johnson Consulting, LLC*Mobile Marketing in Higher Education: Challenges & Strategies for 2011 and Beyond Robert E. Johnson, Ph.D. 2011

    eduWeb2011August 1-3, 2011San Antonio, TX

    Bob Johnson Consulting, LLC

  • What we are doing this morningPart IOverview for 2011 & onwardPart IIDesigning for mobilePart III...Higher education examplesPart IV....Future challengesBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Part I: Overview for 2011 and onwardBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

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

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Peril & potential in the answerWebsite experience shapes brand perception

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Growing expectationA mobile friendly web presence

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*In motion todaySmartphones gaining market share 35%Prices droppingiPhone and Android competing for the leadEasier access to social media: Facebook et alApps are everywhere, but few are used oftenGPS and wi-fi are commonNot-so-smart phonesCan use mobile features, especially texting

    Bob Johnson Consulting, LLC

  • Pew Internet on smartphones in 2011http://pewinternet.org/Reports/2011/Smartphones.aspx35% of people 18+ have smartphones25% of smartphone owners go online mostly with the phoneHighest smartphone ownershipHigher income (59% if $75+ family income)More educated (48% with college degree)Non-whites (44%)Under age 45 (58% between 25 34 years)Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

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

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Top task challenges for recruitmentFind academic program listGet net cost informationRegister for a campus visitInquire about enrollmentCheck application statusGet to campusApply online?

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Mobile App vs. Mobile WebsiteMobile 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 it/Not great right now

    Bob Johnson Consulting, LLC

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

    Bob 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 completion80% success on regular websites from a PC59% success from a mobile phone

    Bob 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% success

    Bob Johnson Consulting, LLC

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

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Bob Johnson Consulting, LLC6 key points about anything onlinePeople are impatientPeople are impatientPeople are impatientPeople are impatientPeople are impatientPeople are impatient

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*The Golden Rule remains5 seconds to connect

    Bob Johnson Consulting, LLC

  • 3 approaches to a mobile sitehttp://bit.ly/nMPJSkTweak your present websiteAutomatic basic adjustments through a CSSAdaptive 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

  • Bob Johnson Consulting, LLC*Build a new site version for mobile?Mobilize, dont miniaturize anon. Generally speaking the mobile context is so different from the desktop one it deserves direct consideration vs. just mangling down a full-size site. Drew Stevenson, University of Minnesota, 2010Mobile web best practices from W3Chttp://www.w3.org/TR/mobile-bp/

    Bob Johnson Consulting, LLC

  • Basic design rule for mobileKeep things simpleDont make people squintBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

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

    Bob 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 visible

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Long links = easier mobile navigation3 to 5 word links are easier to touchAvoid one word linksAnd especially a series of one word links one after another

    Bob 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 Times

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*The NY Times on mobile

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Part III: Mobile Marketing in Higher Education

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*1. Direct marketing focusInquiries from mobile at Kettering University

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*The first image while it loads

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*At the site who fits at Kettering

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Very simple enrollment inquiry

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Immediate email response

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Email links to admissions entry pagehttp://www.kettering.edu/futurestudents/

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*2. Task oriented home page designFocus on internal & external users is a special challenge

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*A task-oriented home page

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*No finger flicking here

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Easy to scan academic majors

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Clean, simple program page

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*But dont drive over a cliff

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*3. Special Attention to AcademicsAcademics on the home pageScan the alpha listFind your majorConnect with faculty

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*The home page Areas of Study

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Easy to scroll alpha list

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*No finger flicks to read History

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Get to know the History faculty

    Bob Johnson Consulting, LLC

  • 4. Text messaging optionFind high interest inquiries early in the recruitment cycleSt. Marys University, TXBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*High interest students: 2010% of inquiries opting for text updates3.9%(1,416 of 35,606)% of applicants opting for text updates30.6%(1,140 of 3,720)% of deposits opting for text updates46.5%(269 of 578)

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*High interest students: 2011% of inquiries opting for text updates4.8%(1,923 of 40,246)% of applicants opting for text updates13.5%(593 of 4,387)% of deposits opting for text updates55.6%(385 of 692)

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Bob Johnson Consulting, LLC*Percent who depositedOverall inquiriesInquiries who opted-in for text updatesYield: Inquiry to Deposit, 2010

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Bob Johnson Consulting, LLC*Percent who depositedOverall inquiriesInquiries who opted-in for text updatesYield: Inquiry to Deposit, 2011

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Ongoing contact to increase conversionText messaging each month as the recruitment cycle unfolds

    Bob Johnson Consulting, LLC

  • Key: Build internal opt-in databasehttp://www.stmarytx.edu/admission/?go=mobileupdatesBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Not yet applied for admissionBe early, catch the worm. Submit ur admission application by Jan 15 for prio