Mobile marketing is increasingly important as mobile device usage grows. It offers higher returns than traditional marketing, with mobile marketing yielding a 32% higher return. Effective mobile strategies prioritize concise content, logical navigation with deeper drill-downs, and simplification for users who search on mobile in brief moments. Metrics show mobile marketing provides quantifiable increases in revenue and purchases through measurable user engagement and immediacy allowed by mobile devices.

1. eduWeb
eduWeb
The ROI of Mobile Marketing 101
Bill Hurlburt
Vice President
of Interactive Services
Paskill Stapleton & Lord
1

2. eduWeb
2

3. eduWeb
ROI
3

4. eduWeb
RESPONSE RATES
1980
1990
2000
2010
DIRECT MAIL AND PRINT ADVERTISING
4

5. eduWeb
Fragmentation
5

6. eduWeb
BIGPROBLEM
6

7. eduWeb
7

8. eduWeb
0
20
40
60
80
73
57
48
27
43
52
2007
2011
2015
DESKTOP MOBILE
Use of Mobile & Desktop Web
Mobile web growth overtakes desktop web use in 2014.
8

9. eduWeb
Staying Ahead of the Curve
9

10. eduWeb
• Current Students
• Faculty / Staff
• Alumni
• Community & Friends
• Parents
• Prospective Students
• Traditional
• Adult/Continuing Education
User Types
10

11. eduWeb
• Current Students
• Faculty / Staff
• Alumni
• Community & Friends
• Parents
• Prospective Students
• Traditional
• Adult/Continuing Education
User Types
11

12. eduWeb
User Behavior
12

13. eduWeb
‣ 81% browse the Internet,
77% search, 68% use an app,
and 48% watch videos on
their smartphone
‣ 72% use their smartphones
while consuming other
media, with a third while
watching TV
‣ 93% of smartphone owners
use their smartphones while
at home
13

14. Repetitive Now
Bored Now
Urgent Now
14

15. eduWeb
Repetitive Now
These people track time-sensitive
information on an ongoing basis.
15

16. eduWeb
Bored Now
These people seek distraction or
entertainment while waiting in line
or on public transit, for example.
16

17. eduWeb
Urgent Now
These people need location-sensitive
information about a specific situation.
17

18. eduWeb
Repetitive
Now
Urgent
Now
18

19. eduWeb
User
Expectations?
19

20. eduWeb
20

21. eduWeb
21

22. eduWeb
‣ Concise Content
‣ Logical Navigation
‣ Deeper Drill-down
22

23. eduWeb
Less is More
23

24. eduWeb
24

25. eduWeb
25

26. eduWeb
It’s 2013 People!
26

27. eduWeb
27

28. eduWeb
Prioritize + Simplify
28

29. eduWeb
How Users Search
29

30. eduWeb
Adult vs. Traditional
30

31. eduWeb
• Emotional Connection
• Programs
• Feel
• Students
• Cost
Traditional
Undergraduate
Adults
• Programs
• Fit
• Costs
• Convenience
• Flexibly
31

32. eduWeb
32

33. eduWeb
Mobile
Marketing
Strategy
33

34. eduWeb
Mobile marketing yields 32%higher return than traditional
mobile marketing association
34

35. eduWeb
35

36. eduWeb
SMS
36

37. eduWeb
Geo Targeting &
Location Based Ads
37

38. eduWeb
Mobile
Display
38

39. eduWeb
Mobile Apps &
Sponsored Ads
Facebook
39

40. eduWeb
Mobile Apps &
Sponsored Ads
Twitter
40

41. eduWeb
Mobile Apps &
Sponsored Ads
Pandora
41

42. eduWeb
About half of all U.S.
mobile ad spending goes
toward search ads.
Google takes a 95% share
of all mobile-search
revenue in the U.S.
estimates eMarketer
42

43. eduWeb
Mobile
Search
Click to Call
43

44. eduWeb
Mobile
Search
Text Ads
44

45. eduWeb
Mobile
Search
Click to
Download
45

46. eduWeb
Mobile
Search
Site Links
46

47. eduWeb
What not to do...
47

48. eduWeb
Rethinking Brand
Engagement
48

49. eduWeb
49

50. eduWeb
50

51. eduWeb
51

52. eduWeb
52

53. eduWeb
Utility Marketing
Interrupt at the point of need
Become a part of the user’s life
53

54. eduWeb
54

55. eduWeb
55

56. eduWeb
56

57. eduWeb
A Slow Road
57

58. eduWeb
Everything is Measurable
58

59. eduWeb
•Is there adequate
return on investment
for mobile marketing
programs?
•Which tactics are
reaping the highest
returns?
Managing ROI
59

60. eduWeb
Quantifiable: mobile marketing provides
measurable increases in revenue and
purchase frequency.
User Engagement: enables us to monitor and
track engagements and refine it as needed.
Immediacy/Real-Time: the ubiquity of
mobile leads to more timely offers and better
results.
Personalized: enables more targeted,
relevant programs driving higher response
rates.
60

61. eduWeb
61

62. eduWeb
Thank You.
Bill Hurlburt
Vice President
of Interactive Services
Paskill Stapleton & Lord
62