Mobile Marketing; Strategy Challenges for Advancement and Enrollment

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Bob Johnson, Ph.D.

This document discusses mobile marketing strategies for higher education institutions. It notes that students and young alumni increasingly expect colleges to have mobile-friendly websites that allow easy access to key information like academic programs from smartphones. The document recommends prioritizing the development of mobile-optimized websites over separate mobile apps, and focusing mobile marketing efforts on recruitment, enrollment, and engagement tasks that are simple to complete on phones. Analytics should monitor the rising use of mobile to access college websites and inform resource allocation for continued mobile site improvements.

Mobile Marketing: Strategy Challenges for Advancement and Enrollment ©Robert E. Johnson, Ph.D. 2010 American Marketing Association Social Media and Mobile Marketing for Higher Ed Institutions September 22, 2010

How small will things get? http://bit.ly/d9ihtP

Key Strategy Question: ,[object Object]

The answer… ,[object Object]

Major reason people go to a website… ,[object Object]

The Golden Rule… ,[object Object]

“ Mobile” is all about… ,[object Object]

Growing expectation… ,[object Object]

Tales from the Research Pew Internet & American Life Project “ Mobile Access 2010” http://bit.ly/cqxi6D

Mobile phone use, 2009 to 2010 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“Young adults” 18 to 29… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

First time questions in 2010… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tales from the Research E-Expectations Survey 2010 College bound high school seniors http://bit.ly/dvQldm

Mobile-related findings… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Most desired interactive tasks… ,[object Object],[object Object],[object Object],[object Object],[object Object]

Tales from the Research “ Mobile User Experience Is Miserable” Jakob Nielsen: July 2009 Alertbox http://bit.ly/2LgE4j

Main mobile problems… ,[object Object],[object Object],[object Object],[object Object],[object Object]

Reason for optimism… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

State of Mobile Marketing ,[object Object],[object Object]

Not likely on mobile… ,[object Object],[object Object]

Mobile tasks: recruitment ,[object Object],[object Object],[object Object],[object Object],[object Object]

Mobile tasks: advancement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mobile App vs. Mobile Website ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Make things easy in mobile… ,[object Object],[object Object]

The NY Times on mobile…

Build a new mobile site? ,[object Object],[object Object],[object Object]

Mobile Marketing in Higher Education ,[object Object],[object Object]

The first image… while it loads

Ready to inquire?… one step

Immediate email response…

A task-oriented home page…

No “finger flicking” here…

Easy to scan academic majors…

Clean, simple program page…

Mobile access to your website…

Texting… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Building a database: Recruitment http://www.stmarytx.edu/admission/?go=mobileupdates

Building a database: Alumni http://mnusports.com/member/sms_signup.aspx

A short summary… ,[object Object],[object Object],[object Object],[object Object],[object Object]

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

Information Sources to Follow

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

Mobile Marketing Handbook http://www.mobilemarketinghandbook.com/

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

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

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

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

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1. Mobile Marketing: Strategy Challenges for Advancement and Enrollment ©Robert E. Johnson, Ph.D. 2010 American Marketing Association Social Media and Mobile Marketing for Higher Ed Institutions September 22, 2010

2. How small will things get? http://bit.ly/d9ihtP

3.

4.

5.

6.

7.

8.

9. Tales from the Research Pew Internet & American Life Project “ Mobile Access 2010” http://bit.ly/cqxi6D

10.

11.

12.

13. Tales from the Research E-Expectations Survey 2010 College bound high school seniors http://bit.ly/dvQldm

14.

15.

16. Tales from the Research “ Mobile User Experience Is Miserable” Jakob Nielsen: July 2009 Alertbox http://bit.ly/2LgE4j

17.

18.

19.

20.

21.

22.

23.

24.

25. The NY Times on mobile…

26.

27.

28. The first image… while it loads

29. At the site… brand imprint

30. Ready to inquire?… one step

31. Immediate email response…

32. A task-oriented home page…

33. No “finger flicking” here…

34. Easy to scan academic majors…

35. Clean, simple program page…

36. Mobile access to your website…

37.

38. Building a database: Recruitment http://www.stmarytx.edu/admission/?go=mobileupdates

39. Building a database: Alumni http://mnusports.com/member/sms_signup.aspx

40.

41. 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

42. Information Sources to Follow

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

44. Mobile Marketing Handbook http://www.mobilemarketinghandbook.com/

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

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

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

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